Data Analysis Using SQL and Excel / Edition 1

Data Analysis Using SQL and Excel / Edition 1

5.0 2
by Gordon S. Linoff
     
 

ISBN-10: 0470099518

ISBN-13: 9780470099513

Pub. Date: 10/01/2007

Publisher: Wiley

Leverage the power of SQL and Excel to perform business analysis

Three key efforts are essential to effectively transform data into actionable information: retrieving data with SQL, presenting data with Excel, and understanding statistics as the foundation of data analysis. Data mining expert Gordon Linoff focuses on these topics and shows you how SQL

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Overview

Leverage the power of SQL and Excel to perform business analysis

Three key efforts are essential to effectively transform data into actionable information: retrieving data with SQL, presenting data with Excel, and understanding statistics as the foundation of data analysis. Data mining expert Gordon Linoff focuses on these topics and shows you how SQL and Excel can be used to extract business information from relational databases. He begins by taking a look at how data is central to the task of understanding customers, products, and markets, and he then goes on to show you how to use that data to define business dimensions, store transactions about customers, and summarize important data to produce results. Along the way, he shares stories based on his personal experience in the field, intended to enrich your understanding of why some things work—and others don't.

Each chapter explains when and why to perform a particular type of business analysis in order to obtain useful results, how to design and perform the analysis using SQL and Excel, and what you can expect the results to look like. Throughout the book, critical features of Excel are highlighted, interesting uses of Excel graphics are explained, and dataflows and graphical representations of data processing are used to illustrate how SQL works.

Data Analysis Using SQL and Excel shares hints, warnings, and technical asides about Excel, SQL, and data analysis/mining. The book also discusses:

  • How entity-relationship diagrams describe the structure of data
  • Ways to use SQL to generate SQL queries
  • Descriptive statistics, such as averages, p-values, and the chi-square test
  • How to incorporate geographic information into data analysis
  • Basic ideas of hazard probabilities and survival
  • How data structures summarize what a customer looks like at a specific point in time
  • Several variants of linear regression

The companion Web site provides the data sets, Excel spreadsheets, and examples featured in the book.

Product Details

ISBN-13:
9780470099513
Publisher:
Wiley
Publication date:
10/01/2007
Edition description:
Older Edition
Pages:
744
Product dimensions:
7.40(w) x 9.25(h) x 1.50(d)

Table of Contents

Foreword xxxiii

Introduction xxxvii

Chapter 1 A Data Miner Looks at SQL 1

Chapter 2 What’s in a Table? Getting Started with Data Exploration 49

Chapter 3 How Different Is Different? 97

Chapter 4 Where Is It All Happening? Location, Location, Location 145

Chapter 5 It’s a Matter of Time 197

Chapter 6 How Long Will Customers Last? Survival Analysis to Understand Customers and Their Value 255

Chapter 7 Factors Affecting Survival: The What and Why of Customer Tenure 315

Chapter 8 Customer Purchases and Other Repeated Events 367

Chapter 9 What’s in a Shopping Cart? Market Basket Analysis 421

Chapter 10 Association Rules and Beyond 465

Chapter 11 Data Mining Models in SQL 507

Chapter 12 The Best-Fit Line: Linear Regression Models 561

Chapter 13 Building Customer Signatures for Further Analysis 609

Chapter 14 Performance Is the Issue: Using SQL Effectively 655

Appendix Equivalent Constructs Among Databases 703

Index 731

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