Data Mining Techniques: For Marketing, Sales, and Customer Relationship Management

Gordon S. Linoff · Michael J. A. Berry

dic 2018 · Gildan Media · Narrado por Steve Menasche

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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.

Acerca del autor

Gordon S. Linoff is cofounder, with Michael J. A. Berry, of Data Miners, Inc., a consultancy specializing in data mining. Linoff and Berry have jointly authored two of the leading data mining titles in the field, Data Mining Techniques and Mastering Data Mining.

Michael J. A. Berry, is cofounder, with Gordon S. Linoff, of Data Miners, Inc., a consultancy specializing in data mining. Berry and Linoff have jointly authored two of the leading data mining titles in the field, Data Mining Techniques and Mastering Data Mining.

Steve Menasche is a conservatory-trained actor, musician, and martial artist who has toured the world with West Side Story, Jesus Christ Superstar, and the American Folk Theatre. As a voice actor, he has completed over 250 audiobooks and has been featured in national radio and television campaigns.