Beskrivelse
Michael J. A. Berry and Gordon S. Linoff offer a case study-based guide to best practices in commercial data mining. Mastering Data Mining focuses on 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 loyalty *Target the right prospectsIdentify new markets for products and services *Recognize cross-selling opportunities on and off the Web.
