Data Mining Techniques in CRM
Inside Customer Segmentation
(Sprache: Englisch)
The book aims to be a complete and comprehensive handbook for the use of Data Mining Techniques in the CRM framework. It combines a technical and a business perspective, bridging the gap between data mining & business professionals. By using...
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Klappentext zu „Data Mining Techniques in CRM “
The book aims to be a complete and comprehensive handbook for the use of Data Mining Techniques in the CRM framework. It combines a technical and a business perspective, bridging the gap between data mining & business professionals. By using non-technical language it focuses on Customer Segmentation and presents guidelines for the development of actionable segmentation schemes.It guides readers through all phases of the data mining process, from the understanding of the business objective and the setting of the data mining goal to the model development, evaluation and deployment.
Methodological and technical guidelines are supplemented by real-world application examples from all major industries, including Telecommunications, Banking and Retailing and recommendations for the use of the data mining results for effective marketing.
Data mining algorithms are presented in a simple and comprehensive way for the business users with no technical expertise.
Mining data marts for Telecommunications, Banking and Retailing and full lists of recommended input fields are proposed that can serve as the base for the implementation of data mining applications.
The book is mainly addressed to business users who are looking for a practical guide on data mining. It presents the authors' knowledge and experience from the 'data mining trenches', demystifying the secrets for data mining success.
A complete and comprehensive handbook for implementing successful data mining segmentation schemes in the framework of Customer Relationship Management.
By using non-technical language this book 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.
By using non-technical language this book 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.
Inhaltsverzeichnis zu „Data Mining Techniques in CRM “
Acknowledgements.1. Data Mining in CRM.
The CRM Strategy.
What Can Data Mining Do?
The Data Mining Methodology.
Data Mining and Business Domain Expertise.
Summary.
2. An Overview of Data Mining Techniques.
Supervised Modeling.
Unsupervised Modeling Techniques.
Machine Learning/Artificial Intelligence vs. Statistical Techniques.
Summary.
3. Data Mining Techniques for Segmentation.
Segmenting Customers with Data Mining Techniques.
Principal Components Analysis.
Clustering Techniques.
Examining and Evaluating the Cluster Solution.
Understanding the Clusters through Profiling.
Selecting the Optimal Cluster Solution.
Cluster Profiling and Scoring with Supervised Models.
An Introduction to Decision Tree Models.
Summary.
4. The Mining Data Mart.
Designing the Mining Data Mart.
The Time Frame Covered by the Mining Data Mart.
The Mining Data Mart for Retail Banking.
The Mining Data Mart for Mobile Telephony Consumer (Residential) Customers.
The Mining Data Mart for Retailers.
Summary.
5. Customer Segmentation.
An Introduction to Customer Segmentation.
Segmentation Types in Consumer Markets.
Segmentation in Business Markets.
A Guide for Behavioral Segmentation.
Segmentation Management Strategy.
A Guide for Value-Based Segmentation.
Designing Differentiated Strategies for the Value Segments.
Summary.
6. Segmentation Applications in Banking.
Segmentation for Credit Card Holders.
Segmentation in Retail Banking.
The Marketing Process.
Segmentation in Retail Banking; A Summary.
7. Segmentation Applications in Telecommunications.
Mobile Telephony.
The Fixed Telephony
... mehr
Case.
Summary.
8. Segmentation for Retailers.
Segmentation in the Retail Industry.
The RFM Analysis.
Grouping Customers According to the Products They Buy.
Summary.
Further Reading.
Index.
Summary.
8. Segmentation for Retailers.
Segmentation in the Retail Industry.
The RFM Analysis.
Grouping Customers According to the Products They Buy.
Summary.
Further Reading.
Index.
... weniger
Autoren-Porträt von Konstantinos Tsiptsis, Antonios Chorianopoulos
Konstantinos Tsiptsis , CRM and Customer Intelligence Manager, Eurobank, EFM, GreeceAntonios Chorianopoulos , Greek Ministry of Economy and Finance, Data Analysis Unit, MIS Service, Greece.
Bibliographische Angaben
- Autoren: Konstantinos Tsiptsis , Antonios Chorianopoulos
- 2010, 1. Auflage, 320 Seiten, Maße: 17,5 x 25 cm, Gebunden, Englisch
- Verlag: Wiley & Sons
- ISBN-10: 0470743972
- ISBN-13: 9780470743973
- Erscheinungsdatum: 26.01.2010
Sprache:
Englisch
Rezension zu „Data Mining Techniques in CRM “
Review copy sent 01/10/10: Datamining Blog
Pressezitat
"The book is written in a language that is easily accessible to business users who are not fluent in statistical methods and who have no prior exposure to the data mining or customer segmentation domain . . . This book is poised to become a standard reference, and I unconditionally recommend it to anyone working in this field." (Computing Reviews, 23 June 2011)"This is an excellent book for any data miner or anybody involved in CRM. The text is clear and pictures are well done and funny which is rare enough to be mentioned. From basic to advanced topics, the book is a very pleasant journey inside data mining with a clear focus on customer segmentation. Really advised if you re not a fan of formulas." ( Data Mining Research , 18 March 2011)
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