John wiley sons data mining techniques for marketing sales 8 ppt

John wiley sons data mining techniques for marketing sales_20 pptx

... management, 18 bad data formats, data transformation, 28 balance transfer programs, industry revolution, 18 balanced datasets, model sets, 68 balanced sampling, 68 bathtub hazards, 397–3 98 behaviors ... descriptive models, 78 directed models, 78 79 estimators, 79 81 building, 8, 77 comparing, using lift ratio, 81 82 deploying, 84 85 model sets balanced datasets, 68 components of, 52 ... methodologies data correction, 72–74 data exploration, 64– 68 data mining process, 54–55 data selection, 60–64 data transformation, 74–76 data translation, 56–60 learning sources truthful, 48 50...

John wiley sons data mining techniques for marketing sales_2 pptx

... 2. Mining data to transform the data into actionable information. 3. Acting on the information. 4. Measuring the results. business opportunities Act where analyzing data on the information. ... can provide value. into actionable information using data mining techniques. Identify Transform data 1 2 3 4 5 6 7 8 9 10 Measure the results of the efforts to complete the learning cycle. ... hours for reports System of record for data Copy of data Descriptive and repetitive Creative First, problems being addressed by data mining differ from operational problems—a data mining...

John wiley sons data mining techniques for marketing sales_4 pdf

... c03.qxd 3 /8/ 04 11:09 AM Page 86 86 Chapter 3 before. The newly discovered relationships suggest new hypotheses to test and the data mining process begins all over again. Lessons Learned Data mining ... California based on data that excludes calls to Los Angeles. Step Six: Transform Data to Bring Information to the Surface Once the data has been assembled and major data problems fixed, the data ... bad plumbing to prevalence of heating with wood. 470643 c04.qxd 3 /8/ 04 11:10 AM Page 89 Data Mining Applications 89 Data mining is applied to this problem by first defining what it means to...

John wiley sons data mining techniques for marketing sales_5 pdf

... messages are most appropriate for each one. Even a customer with low scores for every offer has higher scores for some then others. In Mastering Data Mining (Wiley, 1999), we describe how this ... c04.qxd 3 /8/ 04 11:10 AM Page 109 Data Mining Applications 109 Start Tracking Customers before They Become Customers It is a good idea to start recording information about prospects even before ... scales for each change. In the previous 470643 c05.qxd 3 /8/ 04 11:11 AM Page 127The Lure of Statistics: Data Mining Using Familiar Tools 127 Looking at Discrete Values Much of the data used in data...

John wiley sons data mining techniques for marketing sales_6 ppt

... Champion 43,200 85 6 ,80 0 900,000 43, 380 85 6,620 – 180 180 Challenger 5,000 95,000 100,000 4 ,82 0 95, 180 180 – 180 TOTAL 48, 200 951 ,80 0 1,000,000 48, 200 951 ,80 0 OVERALL PROPORTION 4 .82 % 95. 18% The expected ... 95,000 45,900 85 4,100 5.09% 5,090 94,910 45 ,81 0 85 4,190 1.59 0.09 0. 18 0.01 1 .86 17.23% 16.91% 5,000 95,000 46 ,80 0 85 3,200 5. 18% 5, 180 94 ,82 0 46,620 85 3, 380 6.25 0.34 0.69 0.04 7.33 0. 68% 0.60% ... 24,9 08. 9 –3 ,81 1 –245 4,056 1,319.9 19.2 660.5 QUEENS 5,245.2 1, 483 .1 11 ,87 1.7 1,021 –103 –9 18 1 98. 7 7.2 70.9 RICHMOND 7 98. 9 225.9 1 ,80 8.2 –15 51 –36 0.3 11.6 0.7 SUFFOLK 3,133.6 88 6.0 7,092.4...

John wiley sons data mining techniques for marketing sales_8 ppt

... 0. 582 82 0.00042 -0.29771 -0.19472 -0.76719 -0. 988 88 -0.22200 -0.73107 -0.24434 -0.0 482 6 -0.35 789 0.73920 -0.33192 0.57265 0.33530 -0.42 183 0.4 981 5 1 0.0000 1923 0.53 28 Plumbing_Fixtures ... 0.53 28 0.3333 1.000 0.0000 0.5263 0.2593 0.0000 0.4646 0.2160 0.0000 -0.23057 -0.21666 -0.497 28 0. 488 54 -0.24754 -0.262 28 0.53 988 -0.53040 -0.53499 0.35250 -0.52491 0 .86 181 ... children variable might be mapped as follows: 0 (for 0 children), 0.5 (for one child), 0.75 (for two children), 0 .87 5 (for three children), and so on. For cate-gorical variables, it is often easier...

John wiley sons data mining techniques for marketing sales_12 doc

... These patterns can be turned into new features of the data, for use in conjunction with other directed data mining techniques. 470643 c11.qxd 3 /8/ 04 11:17 AM Page 355Automatic Cluster Detection ... can be used for all sorts of things. In another example, a long-distance company developed customer 470643 c10.qxd 3 /8/ 04 11:16 AM Page 3 48 470643 c11.qxd 3 /8/ 04 11:17 AM Page 3 78 3 78 Chapter ... responsibility that each Gaussian has for each data point (see Figure 11 .8) . Each Gaussian has strong responsibility for points that are close to its mean and weak responsibility for points that are distant....

John wiley sons data mining techniques for marketing sales_13 docx

... 470643 c12.qxd 3 /8/ 04 11:17 AM Page 387 Hazard Functions and Survival Analysis in Marketing 387 100% 90% 80 % 70% 60% 50% 40% 30% 20% 10% 0% 0 12 24 36 48 60 72 84 96 1 08 120 High End ... 0.1628x + 1.1493- 0.1628x + 1.1493RR22 = 0.9 98= 0.9 98 y = 1.0404ey = 1.0404e-0.1019x-0.1019xRR22 = 0.9633= 0.96330% 10% 20% 30% 40% 50% 60% 70% 80 % 90% 100% 1 2 3 4 5 6 7 8 9 ... instead of being All the data from before they left is hazard functions for voluntary attrition — since this they remained as customers before then. time Figure 12 .8 Using censoring makes...

John wiley sons data mining techniques for marketing sales_19 potx

... Choosing a Data Mining Technique The choice of which data mining technique or techniques to apply depends on the particular data mining task to be accomplished and on the data available for analysis. ... whopping $13,1 78. 90. 470643 c 18. qxd 3 /8/ 04 11:31 AM Page 609Putting Data Mining to Work 609 common themes emerge. At each company there was someone responsible for the data mining project ... to build the data mining team and secure sponsorship for a data mining pilot. The successful efforts crossed corporate boundaries to involve people from both marketing and information technology....

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