data mining techniques for marketing sales and customer relationship management 3rd edition
Data Mining Techniques: For Marketing, Sales, and Customer Relationship Management - Second Edition
... Data Mining Techniques For Marketing, Sales, and Customer Relationship Management Second Edition Michael J.A Berry Gordon S Linoff Data Mining Techniques For Marketing, Sales, and Customer Relationship ... Building a Data Mining Group in IT Building a Data Mining Group in the Business Units What to Look for in Data Mining Staff Data Mining Infrastructure The Mining Platform The Scoring Platform One ... data mining techniques and the strengths and weaknesses of each in the context of customer relationship management The Role of the Customer Relationship Management Strategy To be effective, data...
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Data Mining Techniques For Marketing, Sales, and Customer Relationship Management Second Edition phần 2 pps
... CHAPTER Data Mining Applications in Marketing and Customer Relationship Management Some people find data mining techniques interesting from a technical per spective However, for most people, the techniques ... that, on a technical level, the data mining effort is working and the data is reasonably accurate This can be quite comforting If the data and the data mining techniques applied to it are powerful ... into data mining problems as well What Does a Data Mining Problem Look Like? To translate a business problem into a data mining problem, it should be refor mulated as one of the six data mining...
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Data Mining Techniques For Marketing, Sales, and Customer Relationship Management Second Edition phần 3 pps
... channel B customer a figure that is as valuable as the costper-response measures often used to rate channels Data Mining for Customer Relationship Management Customer relationship management ... customer data by beginning to track customers from their first response, even before they become customers, and gathering and storing additional information when customers are acquired Once customers ... ■ Use customers in California for the challenger and everyone else for the champion ■ ■ Use the percent lowest and percent highest value customers for the challenger, and everyone else for the...
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Data Mining Techniques For Marketing, Sales, and Customer Relationship Management Second Edition phần 4 pdf
... hands on sub stantial quantities of real data to use for training sets Consequently, they spent much time and effort trying to coax the last few drops of information from their impoverished datasets—a ... generalize and learn from data mimics, in some sense, our own ability to learn from experience This ability is useful for data mining, and it also makes neural networks an exciting area for research, ... common for neural networks are the logistic and the hyperbolic tangent The major difference between them is the range of their outputs, between and for the logistic and between –1 and for the...
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Data Mining Techniques For Marketing, Sales, and Customer Relationship Management Second Edition phần 5 pot
... SUBCATEGORY DESCRIPTION etc Figure 9.2 A data model for transaction-level market basket data typically has three tables, one for the customer, one for the order, and one for the order line 289 290 Chapter ... reasoning is a powerful data mining technique that can be used to solve a wide variety of data mining problems involving classification or estimation Unlike other data mining techniques that use ... In a relational database, the data structure for market basket data often looks similar to Figure 9.2 This data structure includes four important entities LINE ITEM CUSTOMER CUSTOMER ID NAME...
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Data Mining Techniques For Marketing, Sales, and Customer Relationship Management Second Edition phần 7 ppt
... used for forecasting customer stops The second component of a customer- level forecast is a bit more difficult to calculate This component is the effect of new customers on the forecast, and the ... the world of data mining and data analysis, the use of genetic algorithms has not been as widespread as the use of other techniques Data mining focuses on tasks such as classification and prediction, ... the case that customers who have been around for a while are actually better customers than new customers For whatever reason, longer tenured customers have stuck around in the past and are probably...
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Data Mining Techniques For Marketing, Sales, and Customer Relationship Management Second Edition phần 8 pdf
... patterns in data and therefore has a firm requirement for clean and consistent data Much of the effort behind data mining endeavors is in the steps of identifying, acquiring, and cleansing the data ... transformation, and load (ETL) move data between different data stores Data Warehousing, OLAP, and Data Mining ■ ■ The central repository is the main store for the data warehouse ■ ■ The metadata ... the data, as business users would understand it An entity relationship diagram describes the layout of data for a simple credit card database With respect to data mining, relational databases (and...
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Data Mining Techniques For Marketing, Sales, and Customer Relationship Management Second Edition phần 9 pptx
... specifications for a data mining platform adequate for the anticipated dataset sizes and expected usage patterns The Scoring Platform The scoring platform is where models developed on the mining platform ... values for that column Table 17.1 shows range characteristics for typical types of data used for data mining TE 542 Table 17.1 Range Characteristics for Typical Types of Data Used for Data Mining ... IT-based data mining projects Building the Data Mining Environment Building a Data Mining Group in the Business Units The alternative to putting the data mining group where the data and comput...
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Data Mining Techniques For Marketing, Sales, and Customer Relationship Management Second Edition phần 10 pps
... Data Mining Technique The choice of which data mining technique or techniques to apply depends on the particular data mining task to be accomplished and on the data available for analysis Before ... initial data mining effort and its success 597 598 Chapter 18 Getting Started The full integration of data mining into a company’s customer relationship management strategy is a large and daunting ... Data for Mining WA R N I N G Wthe most pernicious data problem are the ones you don’t know about For this reason, data mining cannot be performed in a vacuum; input from business people and data...
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John wiley sons data mining techniques for marketing sales_20 pptx
... dumping data, 594 forced attrition, 118 forecasting EBCF (existing base churn forecast), 469 NSF (new start forecast), 469 survival analysis, 415–416 former customers, customer relationships, 457 forward-looking ... house-hold level data, 96 publications Building the Data Warehouse (Bill Inmon), 474 Business Modeling and Data Mining (Dorian Pyle), 60 Data Preparation for Data Mining (Dorian Pyle), 75 The Data Warehouse ... prospecting, 89–90 metadata repository, 484, 491 methodologies data correction, 72–74 data exploration, 64–68 data mining process, 54–55 data selection, 60–64 data transformation, 74–76 data translation,...
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John wiley sons data mining techniques for marketing sales_2 pptx
... nature of the data mining task, the nature of the available data, and the skills and preferences of the data miner Data mining comes in two flavors—directed and undirected Directed data mining attempts ... use of data mining, using the virtuous cycle of data mining Lessons Learned Data Mining is an important component of analytic customer relationship management The goal of analytic customer relationship ... problem Mining data to transform the data into actionable information Acting on the information Measuring the results Transform data into actionable information using data mining techniques Identify...
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John wiley sons data mining techniques for marketing sales_4 pdf
... CHAPTER Data Mining Applications in Marketing and Customer Relationship Management Some people find data mining techniques interesting from a technical per spective However, for most people, the techniques ... where you already have customers and in similar areas Census information can be valuable, both for understanding where concentrations of customers are located and for determining the profile of ... direct marketing This discussion is independent of the data Data Mining Applications mining techniques used to generate the scores It is worth noting, however, that many of the data mining techniques...
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John wiley sons data mining techniques for marketing sales_5 pdf
... channel B customer a figure that is as valuable as the costper-response measures often used to rate channels Data Mining for Customer Relationship Management Customer relationship management ... customer data by beginning to track customers from their first response, even before they become customers, and gathering and storing additional information when customers are acquired Once customers ... products and many customers have a similar mix, and the mix is often determined by product bundling and previous marketing efforts Retention and Churn Customer attrition is an important issue for...
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John wiley sons data mining techniques for marketing sales_6 ppt
... ■ Use customers in California for the challenger and everyone else for the champion ■ ■ Use the percent lowest and percent highest value customers for the challenger, and everyone else for the ... percent most recent customers for the challenger, and every one else for the champion ■ ■ Use the customers with telephone numbers for the telemarketing cam paign; everyone else for the direct mail ... extensions of standard statistics Although data miners and The Lure of Statistics: Data Mining Using Familiar Tools statisticians use similar techniques to solve similar problems, the data mining approach...
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John wiley sons data mining techniques for marketing sales_8 ppt
... generalize and learn from data mimics, in some sense, our own ability to learn from experience This ability is useful for data mining, and it also makes neural networks an exciting area for research, ... common for neural networks are the logistic and the hyperbolic tangent The major difference between them is the range of their outputs, between and for the logistic and between –1 and for the ... the test set to see how well it performs Apply the model generated by the network to predict outcomes for unknown inputs Fortunately, data mining software now performs most of these steps auto...
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John wiley sons data mining techniques for marketing sales_12 doc
... data These patterns can be turned into new features of the data, for use in conjunction with other directed data mining techniques 347 CHAPTER 11 Automatic Cluster Detection The data mining techniques ... but the excess The data may contain so much complex structure that even the best data mining techniques are unable to coax out meaningful patterns When mining such a database for the answer to ... that the databases encountered in marketing, sales, and customer support are not about points in space They are about purchases, phone calls, airplane trips, car registrations, and a thousand other...
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John wiley sons data mining techniques for marketing sales_13 docx
... very valuable for understanding customers Although the roots and terminol ogy come from medical research and failure analysis in manufacturing, the concepts are tailor made for marketing Survival ... cus tomer databases often contain data on millions of customers and former customers Much of the statistical background of survival analysis is focused on extracting every last bit of information ... the case that customers who have been around for a while are actually better customers than new customers For whatever reason, longer tenured customers have stuck around in the past and are probably...
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John wiley sons data mining techniques for marketing sales_19 potx
... Data Mining Technique The choice of which data mining technique or techniques to apply depends on the particular data mining task to be accomplished and on the data available for analysis Before ... initial data mining effort and its success 597 598 Chapter 18 Getting Started The full integration of data mining into a company’s customer relationship management strategy is a large and daunting ... Data for Mining WA R N I N G Wthe most pernicious data problem are the ones you don’t know about For this reason, data mining cannot be performed in a vacuum; input from business people and data...
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