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

~ (Author), Gordon S. Linoff (Author) "Somerville, Massachusetts, home to one of the authors of this book, is also home to a woman from Cameroon who braids hair..." (more)
Key Phrases: moviegoers database, undirected data mining, applying market basket analysis, United States, Bank of America, Technology Solutions (more...)

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.

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." (Fathbrain.com; Ganthead.com, 9/01) --This text refers to an out of print or unavailable edition of this title.

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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 7.3 x 1.6 inches
• Shipping Weight: 2.2 pounds (View shipping rates and policies)
• Average Customer Review: 3.7 out of 5 stars  See all reviews (29 customer reviews)
• Amazon.com Sales Rank: #52,326 in Books (See Bestsellers in Books)

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Customer Reviews

Most Helpful Customer Reviews

21 of 22 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 (Argentina) - 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.

16 of 17 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)

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.

15 of 16 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.