Data mining cookbook

Olivia Parr Rud

367 pages, parution le 01/12/2000

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Résumé

Get a data mining recipe for success to increase profits and reduce costs in today's business world with

Data Mining Cookbook

This book shows yov how to croate and Implenient model of the most commonly asked data mining questions for marketing , sales, risk analysis, and customer relationship management and support. You'll get proven modeling techniques that address specific questions to help you Red new ways to increase profit and cut costs. Starting from the basics, you'll learn how to plan the menu and choose the right ingredients-or ask the right questions and get data ready to mine-before you get down to the business of creating the meal. You'll find numerous case studies that detail available data sources for developing targeting models, then learn to process, evaluate, and imple-ment them througth an extensive case

study of a lifetime value model for a life insurance dired-mail campaign. This step-by-step guide will belp yeu to:

o Mine your companys data or find
outside sources for your project

o Select and transforra the variables
when preparing data for modeling

o Test and validate response, acti-
vation, and profitability models

o Perform customer analysis through
profiling and segmentation

o Build models to predict response,
risk, churn, and lifetime value

o Use models for Web-based marketing
and customer support

Contents

Acknowledgments
Foreword
Introduction
About the Author
About the Contributor
Part One : Planning the Menu
Chapter 1 Setting the Objective
Chapter 2: Selecting the Data Sources
Part Two : The Cooking Demonstration
Chapter 3: Preparing the Data for Modeling
Chapter 4: Selecting and Transforming the Variables
Chapter 5 : Processing and Evaluating the Model
Chapter 6: Validating the Model
Chapter 7 : Implementing and Maintaining the Model
Part Three : Recipes for Every Occasion
Chapter 8 : Understanding Your Customer : Profiling and Segmentation
Chapter 9 : Targeting New Prospects : Modeling Response
Chapter 10 : Avoiding High-Risk Customers Modeling Risk
Chapter 11 : Retaining Profitables Customers : Modeling Churn
Chapter 12 : Targeting Profitable Customers : Modeling Lifetime Value
Chapter 13 : Fast Food Modeling on the Web
Appendix A : Univariate Analysis for Continuous Variables
Appendix B: Univariate Analysis of Categorical Variables
Recommended Reading
What's on the CD-ROM ?
Index

Caractéristiques techniques

	PAPIER
Éditeur(s)	Wiley
Auteur(s)	Olivia Parr Rud
Parution	01/12/2000
Nb. de pages	367
Format	18,8 x 23,4
Couverture	Broché
Poids	303g
Intérieur	Noir et Blanc
EAN13	9780471385646
ISBN13	978-0-471-38564-6