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Data mining techniques : for marketing, sales, and customer relationship management /

Title:
Data mining techniques : for marketing, sales, and customer relationship management /
Author:
Linoff, Gordon.
Published:
Indianapolis, IN : 2011.
Format:
Book
Institution:
Emerson College
Contents:
What is data mining and why do it? -- Data mining applications in marketing and customer relationship management -- The data mining process -- Statistics 101: what you should know about data -- Descriptions and prediction: profiling and predictive modeling -- Data mining using classic statistical techniques -- Decision trees -- Artificial neural networks -- Nearest neighbor approaches: memory-based reasoning and collaborative filtering -- Knowing when to worry: using survival analysis to understand customers -- Genetic algorithms and swarm intelligence -- Tell me something new: pattern discovery and data mining -- Finding islands of similarity: automatic cluster detection -- Alternative approaches to cluster detection -- Market basket analysis and association rules -- Link analysis -- Data warehousing, OLAP, analytic sandboxes, and data mining -- Building customer signatures -- Derived variables: making the data mean more -- Too much of a good thing? Techniques for reducing the number of variables -- Listen carefully to what your customers say: text mining.

Online access:
No online access
Library holdings:
Emerson Main Stacks
HF5415.125 .B47 2011Available