Data Mining Techniques for Marketing, Sales and Customer Support

Data Mining Techniques
for Marketing, Sales and Customer Support

by Michael J. A. Berry and Gordon S. Linoff
copyright 1997 by John Wiley & Sons, New York
ISBN 0-471-17980-9

Who will remain a loyal customer and who won't?

What kind of marketing approach is most likely to increase sales?

What can customer buying patterns tell us about improving our inventory control?

The answers to these and other crucial business questions lie buried in your company's information systems. This book supplies you with powerful tools for mining them.

Data Mining Techniques thoroughly acquaints you with the new generation of data mining tools and techniques and shows you how to use them to make better business decisions. One of the first practical guides to mining business data, it describes techniques for detecting customer behavior patterns useful in formulating marketing, sales and customer support strategies. While database analysts will find more than enough technical information to satisfy their curiosity, technically savvy business and marketing managers will find the coverage eminently accessible. Here's your chance to learn about:

How leading companies are using data mining to beat the competition

How each tool works and how to pick the right one for the job

Seven powerful data mining techniques (automatic cluster detection, memory-based reasoning, market basket analysis, genetic algorithms, link analysis, decision trees, and neural nets)

How to prepare data sources for data mining and how to evaluate and use the results you obtain.

Although our book details the criteria that should be used to select data mining software, it does not attempt to rate or catalogue the offerings of various software vendors. That task, we leave to you! The reviews of products and service providers that you read here on our web page come straight from the trenches, submitted by your fellow data miners. We welcome your opinions of data mining products and service providers along with data mining war stories. In fact, we are actively seeking case studies for a future book.

"I am indebted to Michael Berry and Gordon Linoff for their wonderful new book" -Ralph Kimball in DBMS Magazine

"Refreshingly free of over-hyped methodology" -David Stodder in Database Programming & Design

"The first book I've seen that is both technically accurate and a pleasure to read!"
-Ross Quinlan, noted data mining researcher and creator of data mining tools.

"Clear and lucid writing coupled with useful, real-world examples, make this book a pleasure to read. Highly recommended."
-Robert Craig, Director, Data Warehousing and Business Intelligence, Hurwitz Group.

"It's excellent -- by far the best book on data mining I've seen." -Herb Edelstein, President, Two Crows Corporation.

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