data mining techniques for marketing sales and customer relationship management
Data Mining Techniques: For Marketing, Sales, and Customer Relationship Management - Second Edition
... 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 ... 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 ... corporation to improve its marketing, sales, and customer support operations through a better understanding of its customers. Keep in mind, however, that the data mining techniques and tools described...
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Data For Marketing Risk And Customer Relationship Management_2 docx
... preparing, and loading data. These are important and must be a standard and repeatable process, but what is the role of meta data? ã Central control repository for all databasesã Repository for data ... discuss customer data. This data is used to cross-sell, up-sell, and retain existing customers. And finally, I discuss several types of risk data. This is appropriate for both prospects and customers. Data ... Extracting and staging data from sourcesã Cleaning and aligning data/ exception handlingã Transporting and loading data ã Summarizing data ã Refreshing process and proceduresã Employing meta data...
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Data For Marketing Risk And Customer Relationship Management_4 potx
... various forms of estimated income (inc_est3). I have created three forms for each model: inc_miss, inc_est3, and inc_low. These represent the original form after data clean-up (inc_est3) and two ... I have 22 forms of the variable estimated income. I have 20 continuous forms and 2 categorical forms. I will use logistic regression to find the best form or forms of the variable for the final ... sensitivity level entering, and sls=, which stands for sensitivity level staying. These are the sensitivity levels for variables entering and remaining in the model.proc logistic data= acqmod.model2(keep=active...
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Data For Marketing Risk And Customer Relationship Management_6 pot
... uncommon for a model to be developed on data from one source and to be used to score data from another source. In either case, key drivers can be identified and quantified to manage model performance ... LOGISTIC technique in SAS provides an option that creates a data set containing the coefficients and other critical information for scoring a new data set. Using PROC SCORE, it simply matches the file ... model, are used for name selection and extraction. For example, a life insurance product may not be approved for someone under age 18. Or a certain product may be appropriate only for adults with...
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Data For Marketing Risk And Customer Relationship Management_8 pot
... finding and creating profitable customers is determining what drives profitability. This leads to better prospecting and more successful customer relationship management. You can segment and profile ... pamsy. The two strongest forms are the natural form, psy_sq and pamsy13 (pamsy < 13). These two forms will be candidates for the final model.This process is repeated for the remaining 32 variables. ... 8.9 Customer profiles by segment, simplified.Performing Cluster Analysis to Discover Customer SegmentsCluster analysis is a family of mathematical and statistical techniques that divides data...
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Data For Marketing Risk And Customer Relationship Management_9 pptx
... active only during the data step and must be declared by name for each new data step.The next step calculates the means for each of the 61 variables and creates an output data set called outmns ... step creates two temporary data sets, hr and lr, that are brought together in the final step to create the data set ch10.telco: data ch10.creddata; set ch10.creddata; if bkruptcy = 1 or chargoff ... variables, I am going to streamline my techniques for faster processing. The first step is to check the quality of the data. I look for outliers and handle the missing values. Rather than look...
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John wiley sons data mining techniques for marketing sales_20 pptx
... 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 ... 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, ... defined, 170 bad customers, customer relationship management, 18 bad data formats, data transformation, 28 balance transfer programs, industry revolution, 18 balanced datasets, model sets,...
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John wiley sons data mining techniques for marketing sales_2 pptx
... 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 ... corporation to improve its marketing, sales, and customer support operations through a better understanding of its customers. Keep in mind, however, that the data mining techniques and tools described ... cards, and banking, for example. Adding to the deluge of internal data are external sources of demographic, lifestyle, and credit information on retail customers, and credit, financial, and marketing...
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John wiley sons data mining techniques for marketing sales_4 pdf
... before. The newly discovered relationships suggest new hypotheses to test and the data mining process begins all over again. Lessons Learned Data mining comes in two forms. Directed data mining ... improve direct marketing. This discussion is independent of the data 470643 c04.qxd 3/8/04 11:10 AM Page 87 Data Mining Applications in Marketing and Customer Relationship Management 4 CHAPTER ... California based on data that excludes calls to Los Angeles. Step Six: Transform Data to Bring Information to the Surface Once the data has been assembled and major data problems fixed, the data...
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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 cost-per-response measures often used to rate channels. Data Mining for Customer Relationship Management Customer relationship management ... value of their 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 ... Start tracking customers before they become customers. ■■ Gather information from new customers at the time they are acquired. ■■ Model the relationship between acquisition-time data and future...
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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 5 percent lowest and 5 percent highest value customers for the challenger, and everyone else for ... 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 ... in several areas: ■■ Data miners tend to ignore measurement error in raw data. ■■ Data miners assume that there is more than enough data and process-ing power. ■■ Data mining assumes dependency...
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