data mining techniques for marketing sales and customer
Data Mining Techniques: For Marketing, Sales, and Customer Relationship Management - Second Edition
... 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 ... 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 ... 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...
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John wiley sons data mining techniques for marketing sales_20 pptx
... 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 ... 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, 74–76 data translation, ... Business Modeling and Data Mining, 60 Data Preparation for Data Mining, 75 470643 bindex.qxd 3/8/04 11:08 AM Page 619 C Index 619 calculations, probabilities, 133–135 call detail databases, 37...
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John wiley sons data mining techniques for marketing sales_2 pptx
... 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 ... 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 ... cards, and banking, for example. Adding to the deluge of internal data are external sources of demographic, lifestyle, and credit information on retail customers, and credit, financial, and marketing...
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John wiley sons data mining techniques for marketing sales_4 pdf
... before. The newly discovered relationships suggest new hypotheses to test and the data mining process begins all over again. Lessons Learned Data mining comes in two forms. Directed data mining ... California based on data that excludes calls to Los Angeles. Step Six: Transform Data to Bring Information to the Surface Once the data has been assembled and major data problems fixed, the data ... 11:10 AM Page 97 Data Mining Applications 97 mining techniques used to generate the scores. It is worth noting, however, that many of the data mining techniques in this book can and have been...
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John wiley sons data mining techniques for marketing sales_5 pdf
... value of their 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 ... Page 109 Data Mining Applications 109 Start Tracking Customers before They Become Customers It is a good idea to start recording information about prospects even before they become customers. ... Segmenting the Customer Base Customer segmentation is a popular application of data mining with estab- lished customers. The purpose of segmentation is to tailor products, services, and marketing...
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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 5 percent lowest and 5 percent highest value customers for the challenger, and everyone else for ... 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 ... in several areas: ■■ Data miners tend to ignore measurement error in raw data. ■■ Data miners assume that there is more than enough data and process- ing power. ■■ Data mining assumes dependency...
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John wiley sons data mining techniques for marketing sales_8 ppt
... common for neural networks are the logistic and the hyperbolic tangent. The major difference between them is the range of their outputs, between 0 and 1 for the logistic and between –1 and 1 for ... 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, ... test set to see how well it performs. 7. Apply the model generated by the network to predict outcomes for unknown inputs. Fortunately, data mining software now performs most of these steps auto- matically....
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John wiley sons data mining techniques for marketing sales_12 doc
... detection is used to evaluate editorial zones for a major daily newspaper. Searching for Islands of Simplicity In Chapter 1, where data mining techniques are classified as directed or undi- rected, ... the databases encountered in market- ing, sales, and customer support are not about points in space. They are about purchases, phone calls, airplane trips, car registrations, and a thousand other things ... applied to data. These patterns can be turned into new features of the data, for use in conjunction with other directed data mining techniques. 470643 c11.qxd 3/8/04 11:17 AM Page 355 Automatic Cluster...
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John wiley sons data mining techniques for marketing sales_13 docx
... censoring. When looking at customer data for hazard calculations, both the tenure and the censoring flag are needed. For the customers in Figure 12.7, Table 12.2 shows this data. It is instructive ... Practice Survival analysis has proven to be very valuable for understanding customers and quantifying marketing efforts in terms of customer retention. It provides a way of estimating how long ... 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...
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John wiley sons data mining techniques for marketing sales_19 potx
... 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 deciding on a data mining technique, ... into a series of data mining tasks and under- stand the nature of the available data in terms of the content and types of the data fields. Formulate the Business Goal as a Data Mining Task The ... models, one based on the marketing data and one based on call detail data. The marketing data was already summarized at the customer level and stored in an easily accessible database system. Getting...
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