Data Mining Techniques in CRM: Inside Customer Segmentation / Edition 1

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Overview

"Data Mining Techniques in CRM: Inside Customer Segmentation presents a comprehensive guide to the use of Data Mining Techniques in the CRM framework, combining a technical and a business perspective and bridging the gap between data mining & business professionals. By using non-technical language it focuses on Customer Segmentation and presents guidelines for the development of actionable segmentation schemes." "The book guides readers through all phases of the data mining process from the understanding of the business objective and the setting of the data mining goal to the model development evaluation and deployment." "Methodological and technical guidelines are supplemented by real-world application examples from all major industries, including Telecommunications, Banking and Retailing. Recommendations for the utilization of the data mining results for effective marketing are made." "Data mining algorithms are presented in a simple and comprehensive way for the business users with no technical expertise." "Lists of recommended input fields are provided to serve as the basis for the implementation of data mining applications." The book is mainly addressed to business users who are looking for a practical guide on data mining. It presents the authors' knowledge and experience from the 'data mining trenches', demystifying the secrets for data mining success.

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Editorial Reviews

From the Publisher
"The book is written in a language that is easily accessible to business users who are not fluent in statistical methods and who have no prior exposure to the data mining or customer segmentation domain . . . This book is poised to become a standard reference, and I unconditionally recommend it to anyone working in this field." (Computing Reviews, 23 June 2011)

"This is an excellent book for any data miner or anybody involved in CRM. The text is clear and pictures are well done and funny which is rare enough to be mentioned. From basic to advanced topics, the book is a very pleasant journey inside data mining with a clear focus on customer segmentation. Really advised if you're not a fan of formulas." (Data Mining Research, 18 March 2011)

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Product Details

  • ISBN-13: 9780470743973
  • Publisher: Wiley
  • Publication date: 3/8/2010
  • Edition description: New Edition
  • Edition number: 1
  • Pages: 372
  • Product dimensions: 6.90 (w) x 9.90 (h) x 1.00 (d)

Meet the Author

Konstantinos Tsiptsis, CRM and Customer Intelligence Manager, Eurobank, EFM, Greece

Antonios Chorianopoulos, Greek Ministry of Economy and Finance, Data Analysis Unit, MIS Service, Greece.

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Table of Contents

1 Data Mining in CRM

2 An Overview of Data Mining Techniques

3 Data Mining Techniques for Segmentation

4 The Mining Data Mart

5 Customer Segmentation

6 Segmentation Applications in Banking

7 Segmentation Applications in Telecommunications

8 Segmentation for Retailers

Further Reading

Index

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Customer Reviews

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Sort by: Showing 1 Customer Reviews
  • Posted March 19, 2010

    I Also Recommend:

    Data mining in action

    If you are looking for a comprehensive guide on data mining this is your book. A real hands-on approach, packed with guidelines and tips. It presents a robust and comprehensive data mining process model, supplemented with real world application examples. This is also the first book that deals with the crucial issue of what data to use and presents full lists of input fields for banking, telcos and retail.

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