Data Mining Techniques in CRM: Inside Customer Segmentation (Hardcover)

A complete and comprehensive handbook for the application of data mining techniques in marketing and customer relationship management. It combines a technical and a business perspective, bridging the gap between data mining and its use in marketing.
 
It guides readers through all the phases of the data mining process, presenting a solid data mining methodology, data mining best practices and recommendations for the use of the data mining results for effective marketing. It answers the crucial question of 'what data to use' by proposing mining data marts and full lists of KPIs for all major industries.Data mining algorithms are presented in a simple and comprehensive way for the business users along with real-world application examples from all major industries.

The book is mainly addressed to marketers, business analysts and data mining practitioners who are looking for a how-to guide on data mining. It presents the authors' knowledge and experience from the "data mining trenches", revealing the secrets for data mining success.

一本完整且全面的手冊，介紹了在市場營銷和客戶關係管理中應用數據挖掘技術的方法。它結合了技術和商業的觀點，彌合了數據挖掘和其在市場營銷中的應用之間的差距。

本書引導讀者通過數據挖掘過程的各個階段，提供了一個堅實的數據挖掘方法論，數據挖掘的最佳實踐以及將數據挖掘結果應用於有效市場營銷的建議。它通過提出挖掘數據集和所有主要行業的關鍵績效指標（KPI）的完整列表，回答了“使用哪些數據”的關鍵問題。

本書以簡單而全面的方式介紹了商業用戶使用的數據挖掘算法，並提供了來自各個主要行業的實際應用示例。

本書主要針對市場營銷人員、業務分析師和數據挖掘從業人員，提供了一個關於數據挖掘的實用指南。它展示了作者在“數據挖掘戰壕”中的知識和經驗，揭示了數據挖掘成功的秘訣。