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Data Mining Techniques: For Marketing, Sales, and Customer Relationship Management - Second Edition
... Data Mining Techniques For Marketing, Sales, and Customer Relationship Management Second Edition Michael J.A Berry Gordon S Linoff Data Mining Techniques For Marketing, Sales, and Customer ... Building a Data Mining Group in IT Building a Data Mining Group in the Business Units What to Look for in Data Mining Staff Data Mining Infrastructure The Mining Platform The Scoring Platform One ... Star Schema OLAP and Data Mining Where Data Mining Fits in with Data Warehousing Lots of Data Consistent, Clean Data Hypothesis Testing and Measurement Scalable Hardware and RDBMS Support Lessons...
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Data Mining Techniques For Marketing, Sales, and Customer Relationship Management Second Edition phần 2 pps
... that, on a technical level, the data mining effort is working and the data is reasonably accurate This can be quite comforting If the data and the data mining techniques applied to it are powerful ... CHAPTER Data Mining Applications in Marketing and Customer Relationship Management Some people find data mining techniques interesting from a technical per spective However, for most people, the techniques ... into data mining problems as well What Does a Data Mining Problem Look Like? To translate a business problem into a data mining problem, it should be refor mulated as one of the six data mining...
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Data Mining Techniques For Marketing, Sales, and Customer Relationship Management Second Edition phần 3 pps
... customer data by beginning to track customers from their first response, even before they become customers, and gathering and storing additional information when customers are acquired Once customers ... ■ Use customers in California for the challenger and everyone else for the champion ■ ■ Use the percent lowest and percent highest value customers for the challenger, and everyone else for the ... products and many customers have a similar mix, and the mix is often determined by product bundling and previous marketing efforts Retention and Churn Customer attrition is an important issue for...
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Data Mining Techniques For Marketing, Sales, and Customer Relationship Management Second Edition phần 4 pdf
... hands on sub stantial quantities of real data to use for training sets Consequently, they spent much time and effort trying to coax the last few drops of information from their impoverished datasets—a ... generalize and learn from data mimics, in some sense, our own ability to learn from experience This ability is useful for data mining, and it also makes neural networks an exciting area for research, ... common for neural networks are the logistic and the hyperbolic tangent The major difference between them is the range of their outputs, between and for the logistic and between –1 and for the...
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Data Mining Techniques For Marketing, Sales, and Customer Relationship Management Second Edition phần 5 pot
... SUBCATEGORY DESCRIPTION etc Figure 9.2 A data model for transaction-level market basket data typically has three tables, one for the customer, one for the order, and one for the order line 289 290 Chapter ... rating for the corresponding item on a scale of –5 to with indicating neutrality and null values for no opinion If there are thousands or tens of thousands of elements in the vector and each customer ... reasoning is a powerful data mining technique that can be used to solve a wide variety of data mining problems involving classification or estimation Unlike other data mining techniques that use...
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Data Mining Techniques For Marketing, Sales, and Customer Relationship Management Second Edition phần 7 ppt
... used for forecasting customer stops The second component of a customer- level forecast is a bit more difficult to calculate This component is the effect of new customers on the forecast, and the ... the world of data mining and data analysis, the use of genetic algorithms has not been as widespread as the use of other techniques Data mining focuses on tasks such as classification and prediction, ... the case that customers who have been around for a while are actually better customers than new customers For whatever reason, longer tenured customers have stuck around in the past and are probably...
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Data Mining Techniques For Marketing, Sales, and Customer Relationship Management Second Edition phần 8 pdf
... patterns in data and therefore has a firm requirement for clean and consistent data Much of the effort behind data mining endeavors is in the steps of identifying, acquiring, and cleansing the data ... transformation, and load (ETL) move data between different data stores Data Warehousing, OLAP, and Data Mining ■ ■ The central repository is the main store for the data warehouse ■ ■ The metadata ... rate data warehouse is a valuable ally Better yet, if the design of the data ware house includes support for data mining applications, the warehouse facilitates and catalyzes data mining efforts...
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Data Mining Techniques For Marketing, Sales, and Customer Relationship Management Second Edition phần 9 pptx
... culture and all the resources to support it Those resources include data, data miners, data mining infrastructure, and data mining software In this ideal data mining environment, the need for good ... specifications for a data mining platform adequate for the anticipated dataset sizes and expected usage patterns The Scoring Platform The scoring platform is where models developed on the mining platform ... activities: mining and scoring Each task presents a different set of requirements Building the Data Mining Environment The Mining Platform The mining platform supports software for data manipulation...
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Data Mining Techniques For Marketing, Sales, and Customer Relationship Management Second Edition phần 10 pps
... Data Mining Technique The choice of which data mining technique or techniques to apply depends on the particular data mining task to be accomplished and on the data available for analysis Before ... Data for Mining WA R N I N G Wthe most pernicious data problem are the ones you don’t know about For this reason, data mining cannot be performed in a vacuum; input from business people and data ... for Data Mining (Dorian Pyle), 75 The Data Warehouse Toolkit (Ralph Kimball), 474 data warehousing customer patterns, for decision support, 13 discussed, database administrators (DBAs), 488 databases...
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John wiley sons data mining techniques for marketing sales_20 pptx
... for Data Mining (Dorian Pyle), 75 The Data Warehouse Toolkit (Ralph Kimball), 474 data warehousing customer patterns, for decision support, 13 discussed, database administrators (DBAs), 488 databases ... house-hold level data, 96 publications Building the Data Warehouse (Bill Inmon), 474 Business Modeling and Data Mining (Dorian Pyle), 60 Data Preparation for Data Mining (Dorian Pyle), 75 The Data Warehouse ... analysis and, 107 messages, prospecting, 89–90 metadata repository, 484, 491 methodologies data correction, 72–74 data exploration, 64–68 data mining process, 54–55 data selection, 60–64 data transformation,...
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John wiley sons data mining techniques for marketing sales_2 pptx
... corporation to improve its marketing, sales, and customer support operations through a better understanding of its customers Keep in mind, however, that the data mining techniques and tools described ... nature of the data mining task, the nature of the available data, and the skills and preferences of the data miner Data mining comes in two flavors—directed and undirected Directed data mining attempts ... problem Mining data to transform the data into actionable information Acting on the information Measuring the results Transform data into actionable information using data mining techniques Identify...
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John wiley sons data mining techniques for marketing sales_4 pdf
... CHAPTER Data Mining Applications in Marketing and Customer Relationship Management Some people find data mining techniques interesting from a technical per spective However, for most people, the techniques ... where you already have customers and in similar areas Census information can be valuable, both for understanding where concentrations of customers are located and for determining the profile of ... direct marketing This discussion is independent of the data Data Mining Applications mining techniques used to generate the scores It is worth noting, however, that many of the data mining techniques...
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John wiley sons data mining techniques for marketing sales_5 pdf
... customer data by beginning to track customers from their first response, even before they become customers, and gathering and storing additional information when customers are acquired Once customers ... products and many customers have a similar mix, and the mix is often determined by product bundling and previous marketing efforts Retention and Churn Customer attrition is an important issue for ... to good customers and finance is concerned with reducing exposure to bad customers Data Mining Applications From a data mining point of view, it is better to address both voluntary and involuntary...
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John wiley sons data mining techniques for marketing sales_6 ppt
... ■ Use customers in California for the challenger and everyone else for the champion ■ ■ Use the percent lowest and percent highest value customers for the challenger, and everyone else for the ... percent most recent customers for the challenger, and every one else for the champion ■ ■ Use the customers with telephone numbers for the telemarketing cam paign; everyone else for the direct mail ... extensions of standard statistics Although data miners and The Lure of Statistics: Data Mining Using Familiar Tools statisticians use similar techniques to solve similar problems, the data mining approach...
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John wiley sons data mining techniques for marketing sales_8 ppt
... generalize and learn from data mimics, in some sense, our own ability to learn from experience This ability is useful for data mining, and it also makes neural networks an exciting area for research, ... common for neural networks are the logistic and the hyperbolic tangent The major difference between them is the range of their outputs, between and for the logistic and between –1 and for the ... the test set to see how well it performs Apply the model generated by the network to predict outcomes for unknown inputs Fortunately, data mining software now performs most of these steps auto...
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John wiley sons data mining techniques for marketing sales_12 doc
... data These patterns can be turned into new features of the data, for use in conjunction with other directed data mining techniques 347 CHAPTER 11 Automatic Cluster Detection The data mining techniques ... that the databases encountered in marketing, sales, and customer support are not about points in space They are about purchases, phone calls, airplane trips, car registrations, and a thousand other ... but the excess The data may contain so much complex structure that even the best data mining techniques are unable to coax out meaningful patterns When mining such a database for the answer to...
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John wiley sons data mining techniques for marketing sales_13 docx
... very valuable for understanding customers Although the roots and terminol ogy come from medical research and failure analysis in manufacturing, the concepts are tailor made for marketing Survival ... cus tomer databases often contain data on millions of customers and former customers Much of the statistical background of survival analysis is focused on extracting every last bit of information ... the case that customers who have been around for a while are actually better customers than new customers For whatever reason, longer tenured customers have stuck around in the past and are probably...
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John wiley sons data mining techniques for marketing sales_19 potx
... Data Mining Technique The choice of which data mining technique or techniques to apply depends on the particular data mining task to be accomplished and on the data available for analysis Before ... Data for Mining WA R N I N G Wthe most pernicious data problem are the ones you don’t know about For this reason, data mining cannot be performed in a vacuum; input from business people and data ... evaluation of several data mining techniques and tools (unless the choice of tool was foreordained) ■ ■ A plan for modifying business processes and systems to incorporate data mining ■ ■ A description...
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