Data Mining Cookbook: Modeling Data for Marketing, Risk, and Customer Relationship Management / Edition 1
by Olivia Parr RudGet a data mining recipe for success to increase profits and reduce costs in today's business world with-This book shows you how to create and implement models of the most commonly asked data mining questions for marketing, sales, risk analysis, and customer relationship management and support. You'll get proven modeling techniques that address specific questions to… See more details below
Overview
Get a data mining recipe for success to increase profits and reduce costs in today's business world with-This book shows you how to create and implement models of the most commonly asked data mining questions for marketing, sales, risk analysis, and customer relationship management and support. You'll get proven modeling techniques that address specific questions to help you find new ways to increase profit and cut costs. Starting from the basics, you'll learn how to plan the menu and choose the right ingredients-or ask the right questions and get data ready to mine-before you get down to the business of creating the meal. You'll find numerous case studies that detail available data sources for developing targeting models, then learn to process, evaluate, and implement them through an extensive case study of a lifetime value model for a life insurance direct-mail campaign. This step-by-step guide will help you to:
* Mine your company's data or find outside sources for your project
* Select and transform the variables when preparing data for modeling
* Test and validate response, activation, and profitability models
* Perform customer analysis through profiling and segmentation
* Build models to predict response, risk, churn, and lifetime value
* Use models for Web-based marketing and customer support
Also AvailableData Mining Cookbook CD-ROM see ad in back of bookVisit our Web site at www.wiley.com/compbooks/ Visit the companion Web site atdataminingcookbook.wiley.com
Product Details
- ISBN-13:
- 9780471385646
- Publisher:
- Wiley
- Publication date:
- 11/28/2000
- Edition description:
- New Edition
- Pages:
- 416
- Product dimensions:
- 7.38(w) x 9.24(h) x 0.88(d)
Table of Contents
Acknowledgments.
Foreword.
Introduction.
About the Author.
About the Contributors.
PLANNING THE MENU.
Setting the Objective.
Selecting the Data Sources.
THE COOKING DEMONSTRATION.
Preparing the Data for Modeling.
Selecting and Transforming the Variables.
Processing and Evaluating the Model.
Validating the Model.
Implementing and Maintaining the Model.
RECIPES FOR EVERY OCCASION.
Understanding Your Customer: Profiling and Segmentation.
Targeting New Prospects: Modeling Response.
Avoiding High-Risk Customers: Modeling Risk.
Retaining Profitable Customers: Modeling Churn.
Targeting Profitable Customers: Modeling Lifetime Value.
Fast Food: Modeling on the Web.
Appendix A: Univariate Analysis for Continuous Variables.
Appendix B: Univariate Analysis for Categorical Variables.
Recommended Reading.
What's on the CD-ROM?
Index.
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