Data Mining for Managers: How to Use Data (Big and Small) to Solve Business Challenges

Springer
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Big Data is a growing business trend, but there little advice available on how to use it practically. Written by a data mining expert with over 30 years of experience, this book uses case studies to help marketers, brand managers and IT professionals understand how to capture and measure data for marketing purposes.
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About the author

Richard Boire's experience in database marketing and predictive analytics dates back to 1983, when he received an MBA from Concordia University in Finance and Statistics. His initial experience at organizations such as Reader's Digest and American Express allowed him to become a pioneer in the application of predictive modeling technology for all direct marketing programs. This extended to the introduction of models, which targeted the acquisition of new customers based on return on investment. With this experience, Richard formed his own consulting company back in 1994. Now called the Boire Filler Group, it has grown to become a Canadian leader in offering analytical and database services to companies seeking solutions to their existing predictive analytics or database marketing challenges. Richard is a recognized authority on predictive analytics and is among the top five experts in this field in Canada. This expertise has evolved into international speaking assignments and workshop seminars in the U.S., England, Eastern Europe, and Southeast Asia. He has also chaired numerous conferences on this topic within Canada and is the current Predictive Analytics World Conference Chair within Canada. Richard also writes numerous articles for industry publications and has worked closely with the Canadian Marketing Association in a number of areas including Education and the Database and Marketing Intelligence Committee.
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Additional Information

Publisher
Springer
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Published on
Nov 17, 2014
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Pages
242
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ISBN
9781137406194
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Language
English
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Genres
Business & Economics / Advertising & Promotion
Business & Economics / Economics / General
Business & Economics / General
Business & Economics / Marketing / General
Business & Economics / Marketing / Research
Business & Economics / Sales & Selling / General
Computers / Databases / Data Mining
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Content Protection
This content is DRM protected.
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Leil Lowndes
"You'll not only break the ice, you'll melt it away with your new skills." -- Larry King

"The lost art of verbal communication may be revitalized by Leil Lowndes." -- Harvey McKay, author of “How to Swim with the Sharks Without Being Eaten Alive”

What is that magic quality makes some people instantly loved and respected? Everyone wants to be their friend (or, if single, their lover!) In business, they rise swiftly to the top of the corporate ladder. What is their "Midas touch?"

What it boils down to is a more skillful way of dealing with people.

The author has spent her career teaching people how to communicate for success. In her book How to Talk to Anyone (Contemporary Books, October 2003) Lowndes offers 92 easy and effective sure-fire success techniques-- she takes the reader from first meeting all the way up to sophisticated techniques used by the big winners in life. In this information-packed book you’ll find:

9 ways to make a dynamite first impression 14 ways to master small talk, "big talk," and body language 14 ways to walk and talk like a VIP or celebrity 6 ways to sound like an insider in any crowd 7 ways to establish deep subliminal rapport with anyone 9 ways to feed someone's ego (and know when NOT to!) 11 ways to make your phone a powerful communications tool 15 ways to work a party like a politician works a room 7 ways to talk with tigers and not get eaten alive

In her trademark entertaining and straight-shooting style, Leil gives the techniques catchy names so you'll remember them when you really need them, including: "Rubberneck the Room," "Be a Copyclass," "Come Hither Hands," “Bare Their Hot Button,” “The Great Scorecard in the Sky," and "Play the Tombstone Game,” for big success in your social life, romance, and business.

How to Talk to Anyone, which is an update of her popular book, Talking the Winner's Way (see the 5-star reviews of the latter) is based on solid research about techniques that work!

By the way, don't confuse How to Talk to Anyone with one of Leil's previous books, How to Talk to Anybody About Anything. This one is completely different!

Robert H. Lustig
"Explores how industry has manipulated our most deep-seated survival instincts."—David Perlmutter, MD, Author, #1 New York Times bestseller, Grain Brain and Brain Maker

The New York Times–bestselling author of Fat Chance reveals the corporate scheme to sell pleasure, driving the international epidemic of addiction, depression, and chronic disease.
 
While researching the toxic and addictive properties of sugar for his New York Times bestseller Fat Chance, Robert Lustig made an alarming discovery—our pursuit of happiness is being subverted by a culture of addiction and depression from which we may never recover.
           
Dopamine is the “reward” neurotransmitter that tells our brains we want more; yet every substance or behavior that releases dopamine in the extreme leads to addiction. Serotonin is the “contentment” neurotransmitter that tells our brains we don’t need any more; yet its deficiency leads to depression. Ideally, both are in optimal supply. Yet dopamine evolved to overwhelm serotonin—because our ancestors were more likely to survive if they were constantly motivated—with the result that constant desire can chemically destroy our ability to feel happiness, while sending us down the slippery slope to addiction. In the last forty years, government legislation and subsidies have promoted ever-available temptation (sugar, drugs, social media, porn) combined with constant stress (work, home, money, Internet), with the end result of an unprecedented epidemic of addiction, anxiety, depression, and chronic disease. And with the advent of neuromarketing, corporate America has successfully imprisoned us in an endless loop of desire and consumption from which there is no obvious escape.
           
With his customary wit and incisiveness, Lustig not only reveals the science that drives these states of mind, he points his finger directly at the corporations that helped create this mess, and the government actors who facilitated it, and he offers solutions we can all use in the pursuit of happiness, even in the face of overwhelming opposition. Always fearless and provocative, Lustig marshals a call to action, with seminal implications for our health, our well-being, and our culture.
Seth Godin
The indispensable classic on marketing by the bestselling author of Tribes and Purple Cow.

Legendary business writer Seth Godin has three essential questions for every marketer:

“What’s your story?”

“Will the people who need to hear this story believe it?”

“Is it true?”

All marketers tell stories. And if they do it right, we believe them. We believe that wine tastes better in a $20 glass than a $1 glass. We believe that an $80,000 Porsche is vastly superior to a $36,000 Volkswagen that’s virtually the same car. We believe that $225 sneakers make our feet feel better—and look cooler—than a $25 brand. And believing it makes it true.

As Seth Godin has taught hundreds of thousands of marketers and students around the world, great marketers don’t talk about features or even benefits. Instead, they tell a story—a story we want to believe, whether it’s factual or not. In a world where most people have an infinite number of choices and no time to make them, every organization is a marketer, and all marketing is about telling stories.

Marketers succeed when they tell us a story that fits our worldview, a story that we intuitively embrace and then share with our friends. Think of the Dyson vacuum cleaner, or Fiji water, or the iPod.

But beware: If your stories are inauthentic, you cross the line from fib to fraud. Marketers fail when they are selfish and scurrilous, when they abuse the tools of their trade and make the world worse. That’s a lesson learned the hard way by telemarketers, cigarette companies, and sleazy politicians.

But for the rest of us, it’s time to embrace the power of the story. As Godin writes, “Stories make it easier to understand the world. Stories are the only way we know to spread an idea. Marketers didn’t invent storytelling. They just perfected it.”


From the Trade Paperback edition.
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