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Berry, Michael J. A.

Data mining techniques : for marketing, sales, and customer relationship management Michael J.A. Berry, Gordon S. Linoff. - 2nd ed. - Indianapolis, Ind. : Wiley Pub., ©2004. - 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: 8126505176

LCCN: 2003026693

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

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

Dewey Class. No.: 006.3 / BER-D