This is an applied handbook for the application of data mining techniques in the CRM framework. It combines a technical and a business perspective to cover the needs of business users who are looking for a practical guide on data mining. It focuses on Customer Segmentation and presents guidelines for the development of actionable segmentation schemes. By using non-technical language it guides readers through all the phases of the data mining process.
The book aims to be a complete and comprehensive handbook for implementing successful data mining segmentation schemes in the framework of Customer Relationship Management. By using non-technical language it focuses on data mining methodologies and guidelines for the development of effective marketing strategies based on segmentation.
It guides readers through all phases of the data mining process, from data requirements analysis and preparation to marketing deployment of the results, presenting all necessary steps that should be followed for the evolvement of an organization into a segmentation oriented enterprise. Methodological guidelines are supplemented by real-world application examples from all major industries, including telephony and banking.
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