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


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Product Details

  • Paperback: 888 pages
  • Publisher: Wiley; 3 edition (April 12, 2011)
  • Language: English
  • ISBN-10: 0470650931
  • ISBN-13: 978-0470650936
  • Product Dimensions: 9.2 x 7.4 x 1.9 inches
  • Shipping Weight: 2.9 pounds (View shipping rates and policies)
  • Average Customer Review: 3.8 out of 5 stars  See all reviews (11 customer reviews)
  • Amazon Best Sellers Rank: #76,657 in Books (See Top 100 in Books)

Editorial Reviews

From the Back Cover

The newest edition of the leading introductory book on data mining, fully updated and revised

Who will remain a loyal customer and who won't? Which messages are most effective with which segments? How can customer value be maximized? This book supplies powerful tools for extracting the answers to these and other crucial business questions from the corporate databases where they lie buried. In the years since the first edition of this book, data mining has grown to become an indispensable tool of modern business. In this latest edition, Linoff and Berry have made extensive updates and revisions to every chapter and added several new ones. The book retains the focus of earlier editions—showing marketing analysts, business managers, and data mining specialists how to harness data mining methods and techniques to solve important business problems. While never sacrificing accuracy for the sake of simplicity, Linoff and Berry present even complex topics in clear, concise English with minimal use of technical jargon or mathematical formulas. Technical topics are illustrated with case studies and practical real-world examples drawn from the authors' experiences, and every chapter contains valuable tips for practitioners. Among the techniques newly covered, or covered in greater depth, are linear and logistic regression models, incremental response (uplift) modeling, naïve Bayesian models, table lookup models, similarity models, radial basis function networks, expectation maximization (EM) clustering, and swarm intelligence. New chapters are devoted to data preparation, derived variables, principal components and other variable reduction techniques, and text mining.

After establishing the business context with an overview of data mining applications, and introducing aspects of data mining methodology common to all data mining projects, the book covers each important data mining technique in detail.

This third edition of Data Mining Techniques covers such topics as:

  • How to create stable, long-lasting predictive models

  • Data preparation and variable selection

  • Modeling specific targets with directed techniques such as regression, decision trees, neural networks, and memory based reasoning

  • Finding patterns with undirected techniques such as clustering, association rules, and link analysis

  • Modeling business time-to-event problems such as time to next purchase and expected remaining lifetime

  • Mining unstructured text

The companion website provides data that can be used to test out the various data mining techniques in the book.

About the Author

GORDON S. LINOFF and MICHAEL J. A. BERRY are the founders of Data Miners, Inc., a consultancy specializing in data mining. They have jointly authored two of the leading data mining titles in the field, Data Mining Techniques and Mastering Data Mining (both from Wiley). They each have decades of experience applying data mining techniques to business problems in marketing and customer relationship management.


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Customer Reviews

3.8 out of 5 stars
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I would recommend this to cohort professionals.
Tasha
The discussion is overall at high-level, however at times authors would go really deep to discuss details around some random topic eg calculation of silhouette scores.
cool_einstein
I was looking for a reference book that could bring me a clear picture of all data mining techniques for marketing and CRM, and there it was.
fjurado

Most Helpful Customer Reviews

1 of 1 people found the following review helpful By Christopher Reilly on October 15, 2013
Format: Paperback Verified Purchase
Very good introduction to newer data miners, but also comprehensive enough to use as perhaps the only guidebook you will need to understand, choose, and implement analysis techniques.
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1 of 1 people found the following review helpful By Dan Bowker on June 15, 2013
Format: Paperback Verified Purchase
The author(s) has a way with words, he/they say in 10,000 words what could be said in 1000. I found myself skimming more than reading and eventually gave up. I think I made it through the first few chapters but that's all.
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Format: Paperback
This book has useful nuggets but one needs to be patient to weed through ill-structured content.

Problem1: Examples and content repeats quite a bit across chapters, but unfortunately never discusses things properly at one place. In every edition authors have added chapters but seemed to have forgotten what they have already discussed in earlier chapters.

Problem2: Many suggestions, scenarios have been incompletely discussed. Without enough information one has to assume quite a bit about the scenario, problem, solution and the value of it. It is okay if it had happened once in a while, but this sprinkling of anecdotes without fully discussing is rampant in this book.

Problem3: It is quite verbose.

Problem4: Keeps on changing the depth of the discussion. The discussion is overall at high-level, however at times authors would go really deep to discuss details around some random topic eg calculation of silhouette scores. The primary focus seemed to be business people and not statistics students. Going deep "selectively" is also a big problem in this book.

This book has the potential to become a really good book, but it needs major restructuring.
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By Tasha on February 20, 2014
Format: Kindle Edition Verified Purchase
This book is the best in the industry for people new to data mining and those who are working in the industry. I would recommend this to cohort professionals.
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Format: Paperback Verified Purchase
I haven't made it through the entire book, but this serves as a solid reference for different topics in data mining. I used it in a graduate level course I took this spring and it was easy to read and understand.
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1 of 2 people found the following review helpful By Jeffery Legan on October 9, 2012
Format: Paperback Verified Purchase
The techniques demostrated in this book will allow a novice to start extracting value from customer data within any enterprise.
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