Data Mining Techniques: For Marketing, Sales, and Customer Support [Paperback]

Michael J. Berry (Author), Gordon Linoff (Author)

Book Description

ISBN-10: 0471179809 | ISBN-13: 978-0471179801 | Publication Date: May 27, 1997 | Edition: 1

Who will remain a loyal customer and who won't?

What kind of marketing approach is most likely to increase sales?

What can customer buying patterns tell us about improving our inventory control?

What type of credit approval process will work best for us and our customers?

The answers to these and all your crucial business questions lie buried in your company's information systems. This book supplies you with powerful tools for mining them.

Data Mining Techniques thoroughly acquaints you with the new generation of data mining tools and techniques and shows you how to use them to make better business decisions. One of the first practical guides to mining business data, it describes techniques for detecting customer behavior patterns useful in formulating marketing, sales, and customer support strategies. While database analysts will find more than enough technical information to satisfy their curiosity, technically savvy business and marketing managers will find the coverage eminently accessible. Here's your chance to learn all about:
* How leading companies across North America are using data mining to beat the competition
* How each tool works, and how to pick the right one for the job
* Seven powerful techniques -cluster detection, memory-based reasoning, market basket analysis, genetic algorithms, link analysis, decision trees, and neural nets
* How to prepare data sources for data mining, and how to evaluate and use the results you get

Data Mining Techniques shows you how to quickly and easily tap the gold mine of business solutions lying dormant in your information systems.

Editorial Reviews

Review

"The book thoroughly acquaints you with the new generation of data mining tools and techniques and shows you how to use them to make better business decisions. This guide describes techniques for detecting customer behavior patterns useful in formulating marketing, sales and customer support strategies. While database analysts will find more than enough technical information to satisfy their curiosity, technically savvy business and marketing managers will find this book accessible." (Fathbrain.com; Ganthead.com, 9/01)

From the Publisher

With data mining, companies can analyze customers' past behaviors in order to make strategic decisions for the future. This book is a practical guide to mining business data to help marketers and business managers focus their marketing and sales strategies. It explains how each mining technique works and what kinds of business problems each one can solve.

See all Editorial Reviews

Product Details

• Paperback: 464 pages
• Publisher: Wiley; 1 edition (May 27, 1997)
• Language: English
• ISBN-10: 0471179809
• ISBN-13: 978-0471179801
• Product Dimensions: 8.8 x 7.7 x 1 inches
• Shipping Weight: 1.7 pounds
• Average Customer Review: 3.7 out of 5 stars  See all reviews (33 customer reviews)
• Amazon Best Sellers Rank: #1,214,945 in Books (See Top 100 in Books)

Customer Reviews

Most Helpful Customer Reviews

26 of 27 people found the following review helpful:

5.0 out of 5 stars The first book on Data Mining everyone should read, May 3, 1999

By 

Gustavo Denicolay - See all my reviews

This review is from: Data Mining Techniques: For Marketing, Sales, and Customer Support (Paperback)

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.

25 of 26 people found the following review helpful:

5.0 out of 5 stars Author's comment, April 20, 2005

By 

Michael Berry "data mining author" (Cambridge, MA United States) - See all my reviews
(REAL NAME)   

This review is from: Data Mining Techniques: For Marketing, Sales, and Customer Relationship Management (Paperback)

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.

18 of 19 people found the following review helpful:

4.0 out of 5 stars Good Introduction book, not limited to Marketing, December 9, 1997

By 

[e-mail] (Madrid, Spain) - See all my reviews

This review is from: Data Mining Techniques: For Marketing, Sales, and Customer Support (Paperback)

The authors explain in a detailed way the most popular Data Mining techniques. The topics about Neuronal Networks, Decision Trees, Market-Basket Analysis and Memory-Based Reasoning are excellent. I think the topic Genetic Algorithms could be a bit more developed, but for the beginner is a good first overview. I have missed a topic about fuzzy logic. Given that the 90% of Data Mining projects are based on Marketing (1:1), the book is absolutely suitable for starting with these concepts, although I feel the book can be used in any other field (Just-In-Time Inventory, Demand Forecasting, Supply Value Chain, etc.) In my opinion, it was very useful for my work and I considered it as a reference book.