data mining techniques for marketing
Data Mining Techniques: For Marketing, Sales, and Customer Relationship Management - Second Edition
... 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 ... resolve these issues. Data mining can help make more informed decisions. It can suggest tests to make. Ultimately, though, the business needs What Is Data Mining? Data mining, as we use the ... of techniques to apply in a particular situation depends on the nature of the data mining task, the nature of the available data, and the skills and preferences of the data miner. Data mining...
Ngày tải lên: 07/04/2014, 11:16
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 ... 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 ... Preparation for Data Mining (Dorian Pyle), 75 The Data Warehouse Toolkit (Ralph Kimball), 474 data warehousing customer patterns, 5 for decision support, 13 discussed, 4 database administrators...
Ngày tải lên: 21/06/2014, 04:20
John wiley sons data mining techniques for marketing sales_2 pptx
... analyzing data on the information. can provide value. into actionable information using data mining techniques. Identify Transform data 1 2 3 4 5 6 7 8 9 10 Measure the results of the efforts ... of data mining in practice. Figure 2.1 shows the four stages: 1. Identifying the business problem. 2. Mining data to transform the data into actionable information. 3. Acting on the information. ... them. How Data Mining Is Being Used Today This whirlwind tour of a few interesting applications of data mining is intended to demonstrate the wide applicability of the data mining techniques...
Ngày tải lên: 21/06/2014, 04:20
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 ... c04.qxd 3/8/04 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...
Ngày tải lên: 21/06/2014, 04:20
John wiley sons data mining techniques for marketing sales_5 pdf
... which messages are most appropriate for each one. Even a customer with low scores for every offer has higher scores for some then others. In Mastering Data Mining (Wiley, 1999), we describe how ... 11:10 AM 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 ... together can be used to purchase household-level informa- tion about prospects from providers of marketing data. This sort of data is use- ful for targeting broad, general segments such as “young...
Ngày tải lên: 21/06/2014, 04:20
John wiley sons data mining techniques for marketing sales_6 ppt
... 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 ... 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 ... 11:11 AM Page 159 The Lure of Statistics: Data Mining Using Familiar Tools 159 statisticians use similar techniques to solve similar problems, the data mining approach differs from the standard...
Ngày tải lên: 21/06/2014, 04:20
John wiley sons data mining techniques for marketing sales_8 ppt
... 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. ... 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, ... children variable might be mapped as follows: 0 (for 0 children), 0.5 (for one child), 0.75 (for two children), 0.875 (for three children), and so on. For cate- gorical variables, it is often easier...
Ngày tải lên: 21/06/2014, 04:20
John wiley sons data mining techniques for marketing sales_12 doc
... 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 ... Islands of Simplicity In Chapter 1, where data mining techniques are classified as directed or undi- rected, automatic cluster detection is described as a tool for undirected knowl- edge discovery. ... clustering can be a directed activity because clusters are sought for some business purpose. In marketing, clusters formed for a business purpose are usually called “segments,” and customer...
Ngày tải lên: 21/06/2014, 04:20
John wiley sons data mining techniques for marketing sales_13 docx
... calculation for these customers, paying par- ticular attention to the role of censoring. When looking at customer data for hazard calculations, both the tenure and the censoring flag are needed. For ... the data speak instead of finding a special function to speak for it. Empirical hazard probabilities simply let the historical data determine what is likely to happen, without trying to fit data ... measurement of customer retention. Any reasonable database that purports to be about customers should have this data readily accessible. Of course, marketing databases are rarely simple. There are two...
Ngày tải lên: 21/06/2014, 04:20
John wiley sons data mining techniques for marketing sales_19 potx
... Choosing a 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. ... to build the data mining team and secure sponsorship for a data mining pilot. The successful efforts crossed corporate boundaries to involve people from both marketing and information technology. ... analysis of the combined data mining and telemarketing action plan. Armed with this data, Comcast was able to make an informed decision to invest in future data mining efforts. Of course, the...
Ngày tải lên: 21/06/2014, 04:20
Description Data Mining Techniques For Marketing_2 pdf
... 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 problem that data miners ... Trees as a Data Exploration Tool During the data exploration phase of a data mining project, decision trees are a useful tool for picking the variables that are likely to be important for predict- ing ... binomial formula was posthu- mously published. So there are well-known formulas for determining what it means to have observed E occurrences of some event in N trials. In particular, there is a formula...
Ngày tải lên: 21/06/2014, 21:20
Description Data Mining Techniques For Marketing_6 pdf
... significant improvement. The Data Cellular telephone data is similar to the call detail data seen in the previous case study for finding fax machines. There is a record for each call that includes ... from dedicated or data lines, we assumed that any number that calls information—411 or 555-1212 (directory assistance services)—is used for voice communications, and is therefore a voice line ... machines is possible on a relational database. They are probably not the most efficient SQL statements for this purpose, depending on the layout of the data, the database engine, and the hardware...
Ngày tải lên: 21/06/2014, 21:20
Data Mining Techniques For Marketing, Sales, and Customer Relationship Management Second Edition phần 2 pps
Ngày tải lên: 14/08/2014, 11:21
Data Mining Techniques For Marketing, Sales, and Customer Relationship Management Second Edition phần 3 pps
Ngày tải lên: 14/08/2014, 11:21