Mastering Data Mining: The Art and Science of Customer Relationship Management

By Michael J.A. Berry and Gordon S. Linoff

"Berry and Linoff lead the reader down an enlightened path of best practices." -Dr. Jim Goodnight, President and Cofounder, SAS Institute Inc. "This is a great book, and it will be in my stack of four or five essential resources for my professional work." -Ralph Kimball, Author of The Data Warehouse Lifecycle Toolkit Mastering Data Mining In this follow-up to their successful first book, Data Mining Techniques, Michael J. A. Berry and Gordon S. Linoff offer a case study-based guide to best practices in commercial data mining. Their first book acquainted you with the new generation of data mining tools and techniques and showed you how to use them to make better business decisions. Mastering Data Mining shifts the focus from understanding data mining techniques to achieving business results, placing particular emphasis on customer relationship management. In this book, you'll learn how to apply data mining techniques to solve practical business problems. After providing the fundamental principles of data mining and customer relationship management, Berry and Linoff share the lessons they have learned through a series of warts-and-all case studies drawn from their experience in a variety of industries, including e-commerce, banking, cataloging, retailing, and telecommunications. Through the cases, you will learn how to formulate the business problem, analyze the data, evaluate the results, and utilize this information for similar business problems in different industries. Berry and Linoff show you how to use data mining to: Retain customer loyaltyTarget the right prospectsIdentify new markets for products and servicesRecognize cross-selling opportunities on and off the Web The companion Web site at http: //www.data-miners.com features: Updated information on data mining products and service providersInformation on data mining conferences, courses, and other sources of informationFull-color versions of the illustrations used in the book.

• Format: Paperback
• Language: English
• ISBN: 0471331236
• ISBN13: 9780471331230
• Release Date: December 1999
• Publisher: Wiley
• Length: 512 Pages
• Weight: 2.05 lbs.
• Dimensions: 1.1" x 7.4" x 9.3"

Customer Reviews

A master piece

Although aged the book remains a precious guide for business and CRM people. It argues that data mining is a discipline that must be mastered by concentrating in how to approach analytics than how to use tools. Specifically it stresses the importance of: - the iterative nature of data mining activities (and project life cycle) - the active involvement of business people - the business objectives and needs - the preparation...

Ideas for GUI design of data mining software

While doing a graduate elective on Decision Making Technologies, I realized that data visualization and representation is crucial for data exploratory and validation of data mining analysis. To get some ideas on how the various data visualization and workflow techniques are applied and integrated into the GUI of commercial softwares, survey the various chapters of this book.

Excellent book!

This book is an excellent book. The authors explain the various techniques, and show real world examples of their use. Most importantly, they explain the underlying goals of the various techniques, and what to watch out for when using them. I was most relieved to read that I am not alone in having limited success with association rules! Although some of the particular examples were not the type of examples I deal with,...

A book from practitioners

Many books have been written on the algorithms used for data mining (e.g., machine learning, statistics). This is not yet another one.This book is geared at people who want to derive insight and take action in a business setting. It is now well known that the algorithmic step is only a small part of the iterative knowledge discovery process, yet few books enlighten the users with the issues involved.This book has...

Highly Recommended

Michael and Gordon are two of the best data mining consultants in the business and in this book they provide a thorough description of how to turn the technology into action. This book expands on their fantastic first book (Data Mining Techniques) with a wide variety of case studies and insight into what it takes to use data mining to impact real business problems. Highly recommended.