Data Mining Cookbook: Modeling Data for Marketing, Risk and Customer Relationship Management

Olivia Parr Rud

  • 出版商: Wiley
  • 出版日期: 2000-11-03
  • 售價: $2,840
  • 貴賓價: 9.5$2,698
  • 語言: 英文
  • 頁數: 367
  • 裝訂: Paperback
  • ISBN: 0471385646
  • ISBN-13: 9780471385646
  • 相關分類: 行銷/網路行銷 MarketingData-mining
  • 海外代購書籍(需單獨結帳)

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商品描述

Description

Increase profits and reduce costs by utilizing this collection of models of the most commonly asked data mining questions

In order to find new ways to improve customer sales and support, and as well as manage risk, business managers must be able to mine company databases. This book provides a step-by-step guide to creating and implementing models of the most commonly asked data mining questions. Readers will learn how to prepare data to mine, and develop accurate data mining questions. The author, who has over ten years of data mining experience, also provides actual tested models of specific data mining questions for marketing, sales, customer service and retention, and risk management. A CD-ROM, sold separately, provides these models for reader use.

 

Table of Contents

Acknowledgments.

Foreword.

Introduction.

About the Author.

About the Contributors.

PLANNING THE MENU.

Setting the Objective.

Selecting the Data Sources.

THE COOKING DEMONSTRATION.

Preparing the Data for Modeling.

Selecting and Transforming the Variables.

Processing and Evaluating the Model.

Validating the Model.

Implementing and Maintaining the Model.

RECIPES FOR EVERY OCCASION.

Understanding Your Customer: Profiling and Segmentation.

Targeting New Prospects: Modeling Response.

Avoiding High-Risk Customers: Modeling Risk.

Retaining Profitable Customers: Modeling Churn.

Targeting Profitable Customers: Modeling Lifetime Value.

Fast Food: Modeling on the Web.

Appendix A: Univariate Analysis for Continuous Variables.

Appendix B: Univariate Analysis for Categorical Variables.

Recommended Reading.

What's on the CD-ROM?

Index.

商品描述(中文翻譯)

描述

透過使用這個包含最常問到的數據挖掘問題模型的集合,增加利潤並降低成本。

為了尋找改善客戶銷售和支援的新方法,以及管理風險,業務經理必須能夠挖掘公司數據庫。本書提供了一個逐步指南,教讀者如何創建和實施最常問到的數據挖掘問題模型。讀者將學習如何準備數據進行挖掘,並開發準確的數據挖掘問題。作者擁有超過十年的數據挖掘經驗,還提供了經過實際測試的特定數據挖掘問題模型,包括市場營銷、銷售、客戶服務和保留以及風險管理。另外,附帶的光碟提供這些模型供讀者使用。

目錄

致謝
前言
引言
關於作者
關於貢獻者
計劃菜單
設定目標
選擇數據來源
烹飪示範
準備數據進行建模
選擇和轉換變量
處理和評估模型
驗證模型
實施和維護模型
各種場合的食譜
了解您的客戶:概況和分割
定位新潛在客戶:響應建模
避免高風險客戶:風險建模
保留有利可圖的客戶:流失建模
定位有利可圖的客戶:生命周期價值建模
快餐:網絡建模
附錄A:連續變量的單變量分析
附錄B:類別變量的單變量分析
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光碟內容
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