Data Mining Techniques – Michael Berry, Gordon Linoff – 2nd Edition

Packed with more than forty percent new and updated , this edition shows business managers, marketing analysts, and specialists to harness fundamental data mining methods and techniques to solve common types of business .

Each chapter covers a new data mining technique, and then shows readers how to apply the technique for improved marketing, sales, and customer support. The authors build on their reputation for concise, clear, and practical explanations of complex concepts, making this book the perfect introduction to data mining.

More advanced chapters cover such topics as how to prepare data for and how to create the necessary infrastructure for data mining. Covers core data mining techniques, including decision trees, neural networks, collaborative filtering, association rules, link , , and survival analysis.

Chapter 1 What Is Data Mining and Why Do It?
Chapter 2 Data Mining Applications in Marketing and Customer Relationship .
Chapter 3 The Data Mining Process.
Chapter 4 Statistics 101: What You Should Know About Data.
Chapter 5 Descriptions and Prediction: Profiling and Predictive Modeling.
Chapter 6 Data Mining Using Classic Statistical Techniques.
Chapter 7 Decision Trees.
Chapter 8 Artifi cial Neural Networks.
Chapter 9 Nearest Neighbor Approaches: Memory-Based Reasoning and Collaborative Filtering.
Chapter 10 Knowing When to Worry: Using Survival Analysis to Understand Customers.
Chapter 11 Genetic Algorithms and Swarm Intelligence.
Chapter 12 Tell Me Something New: Pattern Discovery and Data Mining.
Chapter 13 Finding Islands of Similarity: Automatic Cluster Detection.
Chapter 14 Alternative Approaches to Cluster Detection.
Chapter 15 Market Basket Analysis and Association Rules.
Chapter 16 Link Analysis.
Chapter 17 Data Warehousing, OLAP, Sandboxes, and Data Mining.
Chapter 18 Building Customer Signatures.
Chapter 19 Derived Variables: Making the Data Mean More.
Chapter 20 Too Much of a Good Thing? Techniques for Reducing the Number of Variables.
Chapter 21 Listen Carefully to What Your Customers Say: Text Mining.

Title: Data Mining Techniques: For Marketing. Sales and Customer Relationship Management
Author: Michael J. A. Berry / Gordon S. Linoff
Edition: 2nd Edition
ISBN: 0764569074 | 9780764569074
Type: eBook
Language: English
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