Data Mining Techniques: For Marketing, Sales, and Customer...

Features

• Cover Type: Paperback with 464 pages
• Published by: Wiley
• Edition: 1st Edition May 27, 1997
• Written in: English
• ISBN 10 Number: 0471179809
• ISBN 13 Number: 978-0471179801
• Book Dimensions: 8.8 x 7.7 x 1 inches
• Weighs: 1.7 pounds

Product Review
"The book 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. This guide 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 this book accessible." (Fathbrain.com; Ganthead.com, 9/01)

Product Review
"The book 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." (Fathbrain.com; Ganthead.com, 9/01)

Reader Reviews
When I started data mining (over 25 years ago)after graduating from MIT, neither the name nor the techniques existed. I had to develop both concepts and approaches that were then applied to situations as varied as evaulating the US SBA for the Federal Government to mapping the market for and product requirements of ATM machines for a Fortune 500 to developing a strategy to export shoes (leading to a tripling of industry exports) for the Commerce Dept. to predicting the lodging demand in Orlando, FL during the gas crisis for a series of majorinvestors to making sense of survey data for a major credit card company. The approach accurately described the situation in all of these cases and led to major management decisions. The authors go beyond what I used in those days, describing a series of techniques and their applicability - through easily understood case studies. This is not only an intelligent book, it is a very easy read. It doesn't go into mathemetical complexities because that is unnecessary. There are many treatises available on those subjects. Just surf the web to find some of them. This book provides the information required by managers, leaders, and entrepreneurs to understand their marketplaces and customers. Having run many companies and turned around a lot more, it is clear that this understanding is often sorely missing. Once gained, sharp increases in profitability usually result. The trick is something like an "aha" effect, an invention. The data is stored in a person's unconscious and, through predictable processes, pops out somewhat on demand. Data mining is the process of causing similar "aha's" to pop out of the unconscious, the collective memory, of a company. I recommend this book highly as a way to gain an effective understanding of how to do this. Comment (1) | | (Report this)