Data Mining Techniques: For Marketing, Sales, and Customer Relationship Management

by Gordon S. Linoff and Michael J.A. Berry

Book Overview

Packed with more than forty percent new and updated material, this edition shows business managers, marketing analysts, and data mining specialists how to harness fundamental data mining methods and techniques to solve common types of business problems Each chapter covers a new data mining technique, and then shows readers how to apply the technique for improved marketing, sales, and customer support The authors build on their reputation for concise,...

• Format: Paperback
• Language: English
• ISBN: 0471470643
• ISBN13: 9780471470649
• Release Date: April 2004
• Publisher: John Wiley & Sons
• Length: 643 Pages
• Weight: 2.30 lbs.
• Dimensions: 1.4" x 7.5" x 9.2"

Customer Reviews

Author's comment

Although this book was not written as a text book, we have noticed that it is frequently used that way. For the benefit of instructors, we have collected some exercises and datasets that can be used in the classroom or for self study. These can be found at www.data-miners.com/companion.

Great Approach to DM Mixing Business topics w/ DM techniques

It looks to me as a good book, because it mixes the strategic approach with data mining techniques. It begins defining what Data Mining is, main tasks, Data Mining stages and then it follows with techniques.The best is that there is some chapters that covers the same topics but one with theoretical approach and the next with examples for those previous topics. You really understand what this is about.This is specially great for non native english speakers as me. (spanish) I guess it requires some statistical knowledge and some systems modeling too. If readers forgot something about probabilities, hypothesis tests, etc... i recomend having some statistical book next to you. I guess is a good book for business college students as me, getting involved in this matter.

Undirected Knowledge Discovery

Once in a while, you run into a book that sheds new light into a subject that you thought you knew. This book redefined what data mining is for me. It also showed me how it fits into the bigger picture of enterprise business intelligence.I come from data warehousing background. I studied statistics and familiar with the techniques described. Until now, I regarded each topic as separate with its own functional applications.Now I realize that all these pieces come together in a single solution that maps to all business processes. Also the examples of easy to understand marketing applications got me started in identifying various processes that can benefit from it. Now I am only left with the details of implementation that I am eager to get started on.

An excellent conceptual description of an important topic.

When I started data mining (over 25 years ago)after graduating from MIT, neither the name nor the techniques existed. I had to develop both concepts and approaches that were then applied to situations as varied as evaulating the US SBA for the Federal Government to mapping the market for and product requirements of ATM machines for a Fortune 500 to developing a strategy to export shoes (leading to a tripling of industry exports) for the Commerce Dept. to predicting the lodging demand in Orlando, FL during the gas crisis for a series of majorinvestors to making sense of survey data for a major credit card company. The approach accurately described the situation in all of these cases and led to major management decisions.The authors go beyond what I used in those days, describing a series of techniques and their applicability - through easily understood case studies.This is not only an intelligent book, it is a very easy read. It doesn't go into mathemetical complexities because that is unnecessary. There are many treatises available on those subjects. Just surf the web to find some of them.This book provides the information required by managers, leaders, and entrepreneurs to understand their marketplaces and customers.Having run many companies and turned around a lot more, it is clear that this understanding is often sorely missing. Once gained, sharp increases in profitability usually result. The trick is something like an "aha" effect, an invention. The data is stored in a person's unconscious and, through predictable processes, pops out somewhat on demand. Data mining is the process of causing similar "aha's" to pop out of the unconscious, the collective memory, of a company.I recommend this book highly as a way to gain an effective understanding of how to do this.

The first book on Data Mining everyone should read

It covers almost every aspect of data mining. It is clear, precise, goes to the point, and sometimes goes into some depth. If you are a marketing person, it will give you a very refined idea of what can be done with data mining, and what does it involves for your company ( remember the first thing you need is DATA!!). If you are an academic person, you will get a general idea of the different kinds of data analysis. You won't see any formulae or algorithms, after reading this book look for details somewhere else.