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This book offers a thorough, business-oriented guide to data-mining techniques for marketing, sales, and customer-relationship management. It covers methods such as segmentation, clustering, association-rule mining, classification, and predictive modeling, showing how to apply them to real-world business problems — for customer acquisition, retention, cross-selling, and profitability optimization. The second edition reflects updates in data-handling practices and includes new examples and case studies relevant to modern CRM contexts.

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245: $a: Data Mining Techniques: For Marketing, Sales, and Customer Relationship
245: $b:
082: $a:
100: $a: Michael J.A. Berry & Gordon S. Linoff
650: $a: Business analytics
250: $a: 2
440: $v:
250: $b: Wiley Publishing, Inc.
250: $c: 2004
020: $a: 978-0-471-47064-1
300: $a: 624