Books > Computing & IT > Applications of computing > Databases > Data mining
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Effective CRM using Predictive Analytics (Hardcover)
Loot Price: R1,395
Discovery Miles 13 950
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Effective CRM using Predictive Analytics (Hardcover)
Expected to ship within 12 - 17 working days
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Donate to Against Period Poverty
Total price: R1,415
Discovery Miles: 14 150
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A step-by-step guide to data mining applications in CRM. Following
a handbook approach, this book bridges the gap between analytics
and their use in everyday marketing, providing guidance on solving
real business problems using data mining techniques. The book is
organized into three parts. Part one provides a methodological
roadmap, covering both the business and the technical aspects. The
data mining process is presented in detail along with specific
guidelines for the development of optimized acquisition, cross/
deep/ up selling and retention campaigns, as well as effective
customer segmentation schemes. In part two, some of the most useful
data mining algorithms are explained in a simple and comprehensive
way for business users with no technical expertise. Part three is
packed with real world case studies which employ the use of three
leading data mining tools: IBM SPSS Modeler, RapidMiner and Data
Mining for Excel. Case studies from industries including banking,
retail and telecommunications are presented in detail so as to
serve as templates for developing similar applications. Key
Features : Includes numerous real-world case studies which are
presented step by step, demystifying the usage of data mining
models and clarifying all the methodological issues. Topics are
presented with the use of three leading data mining tools: IBM SPSS
Modeler, RapidMiner and Data Mining for Excel. Accompanied by a
website featuring material from each case study, including datasets
and relevant code. Combining data mining and business knowledge,
this practical book provides all the necessary information for
designing, setting up, executing and deploying data mining
techniques in CRM. Effective CRM using Predictive Analytics will
benefit data mining practitioners and consultants, data analysts,
statisticians, and CRM officers. The book will also be useful to
academics and students interested in applied data mining.
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