Data mining techniques : for marketing, sales, and customer relationship management

Michael J. A. Berry; Gordon S. Linoff

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

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Year of publication:	2004 ; 2. ed.
Authors:	Berry, Michael J. A. ; Linoff, Gordon S.
Other Persons:	Linoff, Gordon S. (contributor)
Publisher:	Indianapolis, Ind. : Wiley
Subject:	IT-gestütztes Marketing \| Computer-assisted marketing \| Data Mining \| Data mining \| Data Warehouse \| Data warehouse \| Kundenmanagement
Description of contents:	Table of Contents [gbv.de] ; Description [bvbr.bib-bvb.de] ; Description [swbplus.bsz-bw.de] ; Description [loc.gov] ; Description [loc.gov]