Data Mining Techniques in CRM: Inside Customer Segmentation

Data Mining Techniques in CRM: Inside Customer Segmentation

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by Konstantinos Tsiptsis, Antonios Chorianopoulos
     
 

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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 presentsSee more details below

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

"Many marketers hear that data mining is a valuable tool, but may not know where to start or how to apply it to their business. This book bridges the gap between the technology and its use in high-value marketing applications. Not only are the techniques of data mining explained (in ways accessible to mere mortals, not just PhD statisticians), Chorianopoulos and Tsiptsis guide marketers in banking, retail, and telecommunications through the steps of assembling the right data, analyzing it to identify actionable segments, and using this insight to drive successful marketing activities. The book is packed with guidance and tips that will “jump start” marketing applications – a great benefit to any company looking to move its marketing to the next level."
Colin Shearer, Senior Vice President Strategic Analytics, SPSS, an IBM Company

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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)

Product Details

ISBN-13:
9781119965459
Publisher:
Wiley
Publication date:
08/24/2011
Sold by:
Barnes & Noble
Format:
NOOK Book
Pages:
372
File size:
5 MB

What People are saying about this

Colin Shearer
"Many marketers hear that data mining is a valuable tool, but may not know where to start or how to apply it to their business. This book bridges the gap between the technology and its use in high-value marketing applications. Not only are the techniques of data mining explained (in ways accessible to mere mortals, not just PhD statisticians), Chorianopoulos and Tsiptsis guide marketers in banking, retail, and telecommunications through the steps of assembling the right data, analyzing it to identify actionable segments, and using this insight to drive successful marketing activities. The book is packed with guidance and tips that will ‘jump start’ marketing applications – a great benefit to any company looking to move its marketing to the next level."
Colin Shearer, Senior Vice President Strategic Analytics, SPSS, an IBM Company
From the Publisher
"Many marketers hear that data mining is a valuable tool, but may not know where to start or how to apply it to their business. This book bridges the gap between the technology and its use in high-value marketing applications. Not only are the techniques of data mining explained (in ways accessible to mere mortals, not just PhD statisticians), Chorianopoulos and Tsiptsis guide marketers in banking, retail, and telecommunications through the steps of assembling the right data, analyzing it to identify actionable segments, and using this insight to drive successful marketing activities. The book is packed with guidance and tips that will ‘jump start’ marketing applications – a great benefit to any company looking to move its marketing to the next level."
Colin Shearer, Senior Vice President Strategic Analytics, SPSS, an IBM Company

Read More

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