ISBN-10:
0470743972
ISBN-13:
9780470743973
Pub. Date:
03/08/2010
Publisher:
Wiley
Data Mining Techniques in CRM: Inside Customer Segmentation / Edition 1

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

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Product Details

ISBN-13: 9780470743973
Publisher: Wiley
Publication date: 03/08/2010
Pages: 372
Product dimensions: 6.90(w) x 9.90(h) x 1.00(d)

About 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

Acknowledgements.

1. Data Mining in CRM.

The CRM Strategy.

What Can Data Mining Do?

The Data Mining Methodology.

Data Mining and Business Domain Expertise.

Summary.

2. An Overview of Data Mining Techniques.

Supervised Modeling.

Unsupervised Modeling Techniques.

Machine Learning/Artificial Intelligence vs. Statistical Techniques.

Summary.

3. Data Mining Techniques for Segmentation.

Segmenting Customers with Data Mining Techniques.

Principal Components Analysis.

Clustering Techniques.

Examining and Evaluating the Cluster Solution.

Understanding the Clusters through Profiling.

Selecting the Optimal Cluster Solution.

Cluster Profiling and Scoring with Supervised Models.

An Introduction to Decision Tree Models.

Summary.

4. The Mining Data Mart.

Designing the Mining Data Mart.

The Time Frame Covered by the Mining Data Mart.

The Mining Data Mart for Retail Banking.

The Mining Data Mart for Mobile Telephony Consumer (Residential) Customers.

The Mining Data Mart for Retailers.

Summary.

5. Customer Segmentation.

An Introduction to Customer Segmentation.

Segmentation Types in Consumer Markets.

Segmentation in Business Markets.

A Guide for Behavioral Segmentation.

Segmentation Management Strategy.

A Guide for Value-Based Segmentation.

Designing Differentiated Strategies for the Value Segments.

Summary.

6. Segmentation Applications in Banking.

Segmentation for Credit Card Holders.

Segmentation in Retail Banking.

The Marketing Process.

Segmentation in Retail Banking; A Summary.

7. Segmentation Applications in Telecommunications.

Mobile Telephony.

The Fixed Telephony Case.

Summary.

8. Segmentation for Retailers.

Segmentation in the Retail Industry.

The RFM Analysis.

Grouping Customers According to the Products They Buy.

Summary.

Further Reading.

Index.

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

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Data Mining Techniques in CRM: Inside Customer Segmentation 5 out of 5 based on 0 ratings. 1 reviews.
pred_analytics More than 1 year ago
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.