Advanced Database Marketing : Innovative Methodologies and Applications for Managing Customer Relationships

Cover Page -- Dedication -- Title Page -- Copyright Page -- Contents -- List of Figures -- List of Tables -- About the Editors -- List of Contributors -- Preface -- Introduction -- 1 The Brave New World of Database Marketing -- 2 Book Contents -- References -- PART I METHODS -- Chapter 1 Data Preprocessing in Database Marketing: Tasks, Techniques, and Why They Matter -- 1 Introduction -- 2 The Process of Knowledge Discovery from Databases -- 3 The Tasks and Techniques of Data Preprocessing -- 4 Predicting Households' Income Level: The Effect of Data Projection on Forecasting Accuracy -- 5 Conclusions -- References -- Chapter 2 Textual Customer Data Handling for Quantitative Marketing Analytics -- 1 Introduction -- 2 The Unpopularity of Textual Data Analysis -- 3 Text Mining: The Process -- 4 Software -- 5 Conclusion and Directions for Further Research -- Appendix 1: 10 Hotel Le Palais in Prague Reviews Randomly Scraped from TripAdvisor -- Appendix 2: Term-by-document Matrix -- References -- Chapter 3 Bayesian Networks and Applications in Direct Marketing -- 1 Introduction -- 2 Bayesian Networks -- 3 Bayesian Network Classifiers -- 4 Learning Bayesian Networks from Incomplete Databases -- 5 Direct Marketing Modeling -- 6 The Evolutionary Bayesian Network (EBN) Algorithm -- 7 Application in Direct Marketing Modeling -- 8 Conclusion -- Acknowledgments -- References -- Chapter 4 Quantile Regression for Database Marketing: Methods and Applications -- 1 Introduction -- 2 Methodological Background -- 3 Case Studies -- 4 Summary -- References -- Chapter 5 Ensemble Learning in Database Marketing -- 1 Introduction -- 2 Basics of Ensemble Learning -- 3 Algorithms -- 4 Applications in Database Marketing -- 5 Advanced Topics -- 6 Software -- 7 Summary -- References.