Mastering Data Mining W/Ws / Edition 1

Mastering Data Mining W/Ws / Edition 1

by Michael J. A. Berry, Gordon S. Linoff
     
 

"Berry and Linoff lead the reader down an enlightened path of best practices." -Dr. Jim Goodnight, President and Cofounder, SAS Institute Inc.

"This is a great book, and it will be in my stack of four or five essential resources for my professional work." -Ralph Kimball, Author of The Data Warehouse Lifecycle Toolkit

Mastering Data Mining

In this follow-up to

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Overview

"Berry and Linoff lead the reader down an enlightened path of best practices." -Dr. Jim Goodnight, President and Cofounder, SAS Institute Inc.

"This is a great book, and it will be in my stack of four or five essential resources for my professional work." -Ralph Kimball, Author of The Data Warehouse Lifecycle Toolkit

Mastering Data Mining

In this follow-up to their successful first book, Data Mining Techniques, Michael J. A. Berry and Gordon S. Linoff offer a case study-based guide to best practices in commercial data mining. Their first book acquainted you with the new generation of data mining tools and techniques and showed you how to use them to make better business decisions. Mastering Data Mining shifts the focus from understanding data mining techniques to achieving business results, placing particular emphasis on customer relationship management.

In this book, you'll learn how to apply data mining techniques to solve practical business problems. After providing the fundamental principles of data mining and customer relationship management, Berry and Linoff share the lessons they have learned through a series of warts-and-all case studies drawn from their experience in a variety of industries, including e-commerce, banking, cataloging, retailing, and telecommunications.

Through the cases, you will learn how to formulate the business problem, analyze the data, evaluate the results, and utilize this information for similar business problems in different industries.

Berry and Linoff show you how to use data mining to:
* Retain customer loyalty
* Target the right prospects
* Identify new markets for products and services
* Recognize cross-selling opportunities on and off the Web

The companion Web site at http://www.data-miners.com features:
* Updated information on data mining products and service providers
* Information on data mining conferences, courses, and other sources of information
* Full-color versions of the illustrations used in the book

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Product Details

ISBN-13:
9780471331230
Publisher:
Wiley
Publication date:
12/14/1999
Edition description:
New Edition
Pages:
512
Product dimensions:
1.04(w) x 7.50(h) x 9.25(d)

Meet the Author

MICHAEL J. A. BERRY mjab@data-miners.com and GORDON S. LINOFF gordon@data-miners.com are the founders of Data Miners Inc., a respected data mining consultancy. When not actively engaged in data mining projects, they present classes and seminars that have been well received around the world.

Table of Contents

SETTING THE FOCUS.

Data Mining in Context.

Why Master the Art?

Data Mining Methodology: The Virtuous Cycle Revisited.

Customers and Their Lifecycles.

THE THREE PILLARS OF DATA MINING.

Data Mining Techniques and Algorithms.

Data, Data Everywhere...

Building Effective Predictive Models.

Taking Control: Setting Up a Data Mining Environment.

CASE STUDIES.

Who Needs Bag Balm and Pants Stretchers.

Who Gets What? Building a Best Next Offer Model for an Online Bank.

Please Don't Go! Churn Modeling in Wireless Communication.

Converging on the Customer: Understanding Customer Behavior in the Telecommunications Industry.

Who Is Buying What? Getting to Know Supermarket Shoppers.

Waste Not, Want Not: Improving Manufacturing Processes.

The Societal Context: Data Mining and Privacy.

Index.

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