Research Catalog

Title

Data mining techniques : for marketing, sales, and customer relationship management / Gordon S Linoff, Michael J Berry.

Author

Linoff, Gordon.

Publication

Indianapolis, IN : Wiley Pub., 2011.

Items in the Library & Off-site

Holdings

Details

Additional Authors

Berry, Micahel J. A.

Description

xl, 847 pages : illustrations; 24 cm

Subject

• Data mining
• Marketing > Data processing
• Business > Data processing
• Data Mining
• Marketing
• Kundenberatung
• Marknadsföring > databehandling

Note

• Berry's name appears first on the 2nd ed.
• Includes index.

Contents

What is data mining and why do it? -- Data mining applications in marketing and customer relationship management -- The data mining process -- Statistics 101: what you should know about data -- Descriptions and prediction: profiling and predictive modeling -- Data mining using classic statistical techniques -- Decision trees -- Artificial neural networks -- Nearest neighbor approaches: memory-based reasoning and collaborative filtering -- Knowing when to worry: using survival analysis to understand customers -- Genetic algorithms and swarm intelligence -- Tell me something new: pattern discovery and data mining -- Finding islands of similarity: automatic cluster detection -- Alternative approaches to cluster detection -- Market basket analysis and association rules -- Link analysis -- Data warehousing, OLAP, analytic sandboxes, and data mining -- Building customer signatures -- Derived variables: making the data mean more -- Too much of a good thing? Techniques for reducing the number of variables -- Listen carefully to what your customers say: text mining.

ISBN

• 9780470650936
• 0470650931
• 9781118087459
• 1118087453
• 9781118087473
• 111808747X
• 9781118087503
• 111808750X

LCCN

2011921769

OCLC

• ocn668195935
• 668195935
• SCSB-13567326

Owning Institutions

Columbia University Libraries