Building Data Mining Applications for CRM (Paperback)

~ Alex Berson (Author), Stephen Smith (Author), Kurt Thearling (Author)

Editorial Reviews

Product Description

How data mining delivers a powerful competitive advantage!

Are you fully harnessing the power of information to support management and marketing decisions? You will, with this one-stop guide to choosing the right tools and technologies for a state-of-the-art data management strategy built on a Customer Relationship Management (CRM) framework. Authors Alex Berson, Stephen Smith, and Kurt Thearling help you understand the principles of data warehousing and data mining systems, and carefully spell out techniques for applying them so that your business gets the biggest pay-off possible.

Find out about Online Analytical Processing (OLAP) tools that quickly navigate within your collected data. Explore privacy and legal issues...evaluate current data mining application packages...and let real-world examples show you how data mining can impact -- and improve -- all of your key business processes. Start uncovering your best prospects and offering them the products they really want (not what you think they want)!

From the Back Cover

How data mining delivers a powerful competitive advantage!

Are you fully harnessing the power of information to support management and marketing decisions?

You will, with this one-stop guide to choosing the right tools and technologies for a state-of-the-art data management strategy built on a Customer Relationship Management (CRM) framework. Authors Alex Berson, Stephen Smith, and Kurt Thearling help you understand the principles of data warehousing and data mining systems, and carefully spell out techniques for applying them so that your business gets the biggest pay-off possible.

Find out about Online Analytical Processing (OLAP) tools that quickly navigate within your collected data. Explore privacy and legal issues...evaluate current data mining application packages...and let real-world examples show you how data mining can impact -- and improve -- all of your key business processes. Start uncovering your best prospects and offering them the products they really want (not what you think they want)!

See all Editorial Reviews

Product Details

• Paperback: 488 pages
• Publisher: McGraw-Hill Companies (December 22, 1999)
• Language: English
• ISBN-10: 0071344446
• ISBN-13: 978-0071344449
• Product Dimensions: 9.2 x 7.4 x 1.5 inches
• Shipping Weight: 2.3 pounds
• Average Customer Review: 4.6 out of 5 stars  See all reviews (18 customer reviews)
• Amazon.com Sales Rank: #863,267 in Books (See Bestsellers in Books)

Customer Reviews

Most Helpful Customer Reviews

47 of 52 people found the following review helpful:

5.0 out of 5 stars Just what I needed. Five Stars!, January 21, 2000

By	DWParis (Philadelphia) - See all my reviews

I picked up a copy of this book (along with a few others) after my boss put me on a project to apply data mining to a churn problem we have been having. Unlike most of the other books I found, this one didn't limit itself to algorithms and statistics. It answered all my questions and was critical to a successful presentation I gave to our VP of marketing. I'm just about to start applying what I learned by deploying a churn campaign and don't think I would be where I am without this book. I give it a five star recommendation.

30 of 33 people found the following review helpful:

5.0 out of 5 stars This book helped me understand data mining, August 5, 2000

By	Rod Sargent (Austin) - See all my reviews

I have to admit, I am not deep technologist. My degree is an MBA, not an MS in statistics, so I was a bit hesitant when I ordered this book. Fortunately, Berson and his co-authors did a great job translating technology into relevant business issues. I now "get it," at least that's what some of my more techincally savvy colleagues say.

I was looking for a good book that would help me understand what data mining could bring to our expanding e-commerce business channel. We already have several CRM software systems in place (marketing automation, call center, personalized web site) and this book helped me understand the analytic foundation that is built into the existing systems.

One final thing. Although this book does not claim to be a reference for data mining algorithms, it does have a pair of well written "techniques" chapters. These two chapters go though a long list of algorithms (clustering, CART, CHAID, neural networks, and more) and provide a nice introduction. For me it was perfect.

21 of 24 people found the following review helpful:

5.0 out of 5 stars Finally "the book", April 28, 2000

By	patrick darmon (Paris France) - See all my reviews

This book is valuable for 2 main reasons :

- First, it is so rich in detail that it is an encyclopedia for Data Miner and CRM people. everything is described : tools, approaches, projects ...

- Seconnd, an to me the key point : it is the only book that truly integrate CRM, data warehouse and data mining and still provide and intelligent reading !

If you have a project wuth such flavour, or before embarking a CRM project, read this before the first meeting