Data Mining Techniques – For Marketing, Sales, and Customer Relationship Management 3e For Marketing, Slaes, and Customer Relationship Management. Third Edition

The leading introductory book on data mining, fully updated and revised!

When Berry and Linoff wrote the first edition of Data Mining Techniques in the late 1990s, data mining was just starting to move out of the lab and into the office and has since grown to become an indispensable tool of modern business. This new edition--more than 50% new and revised-- is a significant update from the previous one, and shows you how to harness the newest data mining methods and techniques to solve common business problems. The duo of unparalleled authors share invaluable advice for improving response rates to direct marketing campaigns, identifying new customer segments, and estimating credit risk. In addition, they cover more advanced topics such as preparing data for analysis and creating the necessary infrastructure for data mining at your company.
* Features significant updates since the previous edition and updates you on best practices for using data mining methods and techniques for solving common business problems
* Covers a new data mining technique in every chapter along with clear, concise explanations on how to apply each technique immediately
* Touches on core data mining techniques, including decision trees, neural networks, collaborative filtering, association rules, link analysis, survival analysis, and more
* Provides best practices for performing data mining using simple tools such as Excel

Data Mining Techniques, Third Edition covers a new data mining technique with each successive chapter and then demonstrates how you can apply that technique for improved marketing, sales, and customer support to get immediate results.

This Third Edition of Data Mining Techniques (more than 50% new and updated) shows business managers, marketing analysts, and data mining specialists how to harness fundamental data mining methods and techniques to solve common types of business problems. These include:  o Improving response rates to direct marketing campaigns  o Identifying new customer segments  o Estimating credit risk Each chapter covers a new data mining technique, and then immediately show how to apply the technique for improved marketing, sales, and customer support. The authors build on their reputation for concise, clear, and practical explanations of complex concepts, making this book the perfect introduction to data mining for both business professionals and students.  The authors cover core datat mining techinques, including:  o Decision trees,  o Neural networks  o Collaborative filtering  o Association rules, link analysis, clustering  o Survival analysis  The authors also provide an overview of data mining best practices and how to perform data mining using simple tools like Excel. More advanced chapters cover such topics as how to prepare data for analysis and how to create the necessary infrastructure for data mining at your company.  Given the success of this book in the college market, the authors will develop a Website that provides student exercises for each chapter, plus data that students and others can use to test out the various data mining techniques in the book.

The leading introductory book on data mining, fully updated and revised! When Berry and Linoff wrote the first edition of Data Mining Techniques in the late 1990s, data mining was just starting to move out of the lab and into the office and has since grown to become an indispensable tool of modern business. This new editionmore than 50% new and revised is a significant update from the previous one, and shows you how to harness the newest data mining methods and techniques to solve common business problems. The duo of unparalleled authors share invaluable advice for improving response rates to direct marketing campaigns, identifying new customer segments, and estimating credit risk. In addition, they cover more advanced topics such as preparing data for analysis and creating the necessary infrastructure for data mining at your company.  Features significant updates since the previous edition and updates you on best practices for using data mining methods and techniques for solving common business problems Covers a new data mining technique in every chapter along with clear, concise explanations on how to apply each technique immediately Touches on core data mining techniques, including decision trees, neural networks, collaborative filtering, association rules, link analysis, survival analysis, and more Provides best practices for performing data mining using simple tools such as Excel Data Mining Techniques, Third Edition covers a new data mining technique with each successive chapter and then demonstrates how you can apply that technique for improved marketing, sales, and customer support to get immediate results.