{"product_id":"data-mining-techniques-in-crm-isbn-9780470743973","title":"Data Mining Techniques in CRM","description":"This is an applied handbook for the application of data mining techniques in the CRM framework. It combines a technical and a business perspective to cover the needs of business users who are looking for a practical guide on data mining. It focuses on Customer Segmentation and presents guidelines for the development of actionable segmentation schemes. By using non-technical language it guides readers through all the phases of the data mining process.  \u003cb\u003eAcknowledgements.\u003c\/b\u003e  \u003cp\u003e\u003cb\u003e1. Data Mining in CRM.\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eThe CRM Strategy.\u003c\/p\u003e \u003cp\u003eWhat Can Data Mining Do?\u003c\/p\u003e \u003cp\u003eThe Data Mining Methodology.\u003c\/p\u003e \u003cp\u003eData Mining and Business Domain Expertise.\u003c\/p\u003e \u003cp\u003eSummary.\u003c\/p\u003e \u003cp\u003e\u003cb\u003e2. An Overview of Data Mining Techniques.\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eSupervised Modeling.\u003c\/p\u003e \u003cp\u003eUnsupervised Modeling Techniques.\u003c\/p\u003e \u003cp\u003eMachine Learning\/Artificial Intelligence vs. Statistical Techniques.\u003c\/p\u003e \u003cp\u003eSummary.\u003c\/p\u003e \u003cp\u003e\u003cb\u003e3. Data Mining Techniques for Segmentation.\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eSegmenting Customers with Data Mining Techniques.\u003c\/p\u003e \u003cp\u003ePrincipal Components Analysis.\u003c\/p\u003e \u003cp\u003eClustering Techniques.\u003c\/p\u003e \u003cp\u003eExamining and Evaluating the Cluster Solution.\u003c\/p\u003e \u003cp\u003eUnderstanding the Clusters through Profiling.\u003c\/p\u003e \u003cp\u003eSelecting the Optimal Cluster Solution.\u003c\/p\u003e \u003cp\u003eCluster Profiling and Scoring with Supervised Models.\u003c\/p\u003e \u003cp\u003eAn Introduction to Decision Tree Models.\u003c\/p\u003e \u003cp\u003eSummary.\u003c\/p\u003e \u003cp\u003e\u003cb\u003e4. The Mining Data Mart.\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eDesigning the Mining Data Mart.\u003c\/p\u003e \u003cp\u003eThe Time Frame Covered by the Mining Data Mart.\u003c\/p\u003e \u003cp\u003eThe Mining Data Mart for Retail Banking.\u003c\/p\u003e \u003cp\u003eThe Mining Data Mart for Mobile Telephony Consumer (Residential) Customers.\u003c\/p\u003e \u003cp\u003eThe Mining Data Mart for Retailers.\u003c\/p\u003e \u003cp\u003eSummary.\u003c\/p\u003e \u003cp\u003e\u003cb\u003e5. Customer Segmentation.\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eAn Introduction to Customer Segmentation.\u003c\/p\u003e \u003cp\u003eSegmentation Types in Consumer Markets.\u003c\/p\u003e \u003cp\u003eSegmentation in Business Markets.\u003c\/p\u003e \u003cp\u003eA Guide for Behavioral Segmentation.\u003c\/p\u003e \u003cp\u003eSegmentation Management Strategy.\u003c\/p\u003e \u003cp\u003eA Guide for Value-Based Segmentation.\u003c\/p\u003e \u003cp\u003eDesigning Differentiated Strategies for the Value Segments.\u003c\/p\u003e \u003cp\u003eSummary.\u003c\/p\u003e \u003cp\u003e\u003cb\u003e6. Segmentation Applications in Banking.\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eSegmentation for Credit Card Holders.\u003c\/p\u003e \u003cp\u003eSegmentation in Retail Banking.\u003c\/p\u003e \u003cp\u003eThe Marketing Process.\u003c\/p\u003e \u003cp\u003eSegmentation in Retail Banking; A Summary.\u003c\/p\u003e \u003cp\u003e\u003cb\u003e7. Segmentation Applications in Telecommunications\u003c\/b\u003e.\u003c\/p\u003e \u003cp\u003eMobile Telephony.\u003c\/p\u003e \u003cp\u003eThe Fixed Telephony Case.\u003c\/p\u003e \u003cp\u003eSummary.\u003c\/p\u003e \u003cp\u003e\u003cb\u003e8. Segmentation for Retailers.\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eSegmentation in the Retail Industry.\u003c\/p\u003e \u003cp\u003eThe RFM Analysis.\u003c\/p\u003e \u003cp\u003eGrouping Customers According to the Products They Buy.\u003c\/p\u003e \u003cp\u003eSummary.\u003c\/p\u003e \u003cp\u003eFurther Reading.\u003c\/p\u003e \u003cp\u003eIndex.\u003c\/p\u003e  \"The book is written in a language that is easily accessible to business users who are not fluent in statistical methods and who have no prior exposure to the data mining or customer segmentation domain . . . This book is poised to become a standard reference, and I unconditionally recommend it to anyone working in this field.\" (Computing Reviews, 23 June 2011)\u003cbr\u003e \u003cbr\u003e   \u003cp\u003e\"This is an excellent book for any data miner or anybody involved in CRM. The text is clear and pictures are well done and funny which is rare enough to be mentioned. From basic to advanced topics, the book is a very pleasant journey inside data mining with a clear focus on customer segmentation. Really advised if you're not a fan of formulas.\" (\u003ci\u003eData Mining Research\u003c\/i\u003e, 18 March 2011)\u003c\/p\u003e  \u003cb\u003eKonstantinos Tsiptsis\u003c\/b\u003e, CRM and Customer Intelligence Manager, Eurobank, EFM, Greece  \u003cp\u003e\u003cb\u003eAntonios Chorianopoulos\u003c\/b\u003e, Greek Ministry of Economy and Finance, Data Analysis Unit, MIS Service, Greece.\u003c\/p\u003e  \u003ci\u003eData Mining Techniques in CRM: Inside Customer Segmentation\u003c\/i\u003e presents a comprehensive guide to the use of Data Mining Techniques in the CRM framework, combining a technical and a business perspective and bridging the gap between data mining \u0026amp; business professionals. By using non-technical language it focuses on Customer Segmentation and presents guidelines for the development of actionable segmentation schemes.  \u003cp\u003eThe book guides readers through all phases of the data mining process, from the understanding of the business objective and the setting of the data mining goal to the model development, evaluation and deployment.\u003c\/p\u003e \u003cp\u003eMethodological and technical guidelines are supplemented by real-world application examples from all major industries, including Telecommunications, Banking and Retailing. Recommendations for the utilization of the data mining results for effective marketing are made.\u003c\/p\u003e \u003cp\u003eData mining algorithms are presented in a simple and comprehensive way for the business users with no technical expertise.\u003c\/p\u003e \u003cp\u003eLists of recommended input fields are provided to serve as the basis for the implementation of data mining applications.\u003c\/p\u003e \u003cp\u003eThe book is mainly addressed to business users who are looking for a practical guide on data mining. It presents the authors' knowledge and experience from the 'data mining trenches', demystifying the secrets for data mining success\u003c\/p\u003e \u003cp\u003e\"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.\"\u003cbr\u003e —\u003cb\u003eColin Shearer\u003c\/b\u003e, Senior Vice President Strategic Analytics, SPSS, an IBM Company\u003c\/p\u003e  \"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.\"\u003cbr\u003e —\u003cb\u003eColin Shearer\u003c\/b\u003e, Senior Vice President Strategic Analytics, SPSS, an IBM Company","brand":"Wiley","offers":[{"title":"Default Title","offer_id":47989025145061,"sku":"NP9780470743973","price":109.95,"currency_code":"USD","in_stock":false}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/1842\/7735\/files\/9780470743973.jpg?v=1761782486","url":"https:\/\/k12savings.com\/es\/products\/data-mining-techniques-in-crm-isbn-9780470743973","provider":"K12savings","version":"1.0","type":"link"}