Data mining techniques : for marketing, sales, and customer relationship management - Berry, Michael J. A.; Linoff, Gordon (Indianapolis, Ind. : Wiley Pub., 2004)
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.
Includes index.
Keywords: Data mining; Marketing -- Data processing; Business -- Data processing