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

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

Book Description

Publication Date: April 9, 2004

• 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, clear, and practical explanations of complex concepts, making this book the perfect introduction to data mining
• More advanced chapters cover such topics as how to prepare data for analysis and how to create the necessary infrastructure for data mining
• Covers core data mining techniques, including decision trees, neural networks, collaborative filtering, association rules, link analysis, clustering, and survival analysis

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) --This text refers to an out of print or unavailable edition of this title.

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. --This text refers to an out of print or unavailable edition of this title.

See all Editorial Reviews

Product Details

• Paperback: 672 pages
• Publisher: *Wiley Computer Publishing; 2 edition (April 9, 2004)
• Language: English
• ISBN-10: 0471470643
• ISBN-13: 978-0471470649
• Product Dimensions: 9.2 x 7.5 x 1.4 inches
• Shipping Weight: 2.2 pounds (View shipping rates and policies)
• Average Customer Review: 3.7 out of 5 stars  See all reviews (33 customer reviews)
• Amazon Best Sellers Rank: #363,680 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.