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Berry, Michael J. A.

Data mining techniques for marketing, sales, and customer relationship management / [text] : Michael J.A. Berry and Gordon S. Linoff. - 2nd ed. - Indianapolis, Ind : Wiley Pub, c2004. - xxv, 643 p : ill ; 24 cm.

Includes index.

Why and what is data mining? -- The virtuous cycle of data mining -- Data mining methodology and best practices -- Data mining applications in marketing and customer relationship management -- The lure of statistics: data mining using familiar tools -- Decision trees -- Artificial neural networks -- Nearest neighbor approaches : memory-based reasoning and collaborative filtering -- Market basket analysis and association rules -- Link analysis -- Automatic Cluster detection -- Knowing when to worry: hazard functions and survival analysis in marketing -- Genetic algorithms -- Data mining throughout the customer life cycle -- Data warehousing, OLAP, and data mining -- Building the data mining environment -- Preparing data for mining -- Putting data mining to work.

ISBN: 0471470643

Subjects--Topical Terms:
Marketing--Data Processing.
Business--Data Processing.
Data mining.
Marketing--Data Processing
Business--Data Processing

LC Class. No.: HF5415.125 / .B47 2004eb

Dewey Class. No.: 658.8/02