John wiley sons data mining techniques for marketing sales_19 potx
Data Mining Techniques: For Marketing, Sales, and Customer Relationship Management - Second Edition
... of the data mining task, the nature of the available data, and the skills and preferences of the data miner. Data mining comes in two flavors—directed and undirected. Directed data mining ... the data mining effort itself. If we cannot measure the results of mining the data, then we can-not learn from the effort and there is no virtuous cycle. Measurements of past efforts and ad ... demonstrates that, on a technical level, the data mining effort is working and the data is reasonably accurate. This can be quite comforting. If the data and the data mining techniques applied to it are...
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John wiley sons data mining techniques for marketing sales_20 pptx
... level data, 96 publications Building the Data Warehouse (Bill Inmon), 474 Business Modeling and Data Mining (Dorian Pyle), 60 Data Preparation for Data Mining (Dorian Pyle), 75 The Data ... Business Modeling and Data Mining, 60 Data Preparation for Data Mining, 75 470643 bindex.qxd 3/8/04 11:08 AM Page 619C Index 619 calculations, probabilities, 133–135 call detail databases, 37 call-center ... Preparation for Data Mining (Dorian Pyle), 75 The Data Warehouse Toolkit (Ralph Kimball), 474 data warehousing customer patterns, 5 for decision support, 13 discussed, 4 database administrators...
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John wiley sons data mining techniques for marketing sales_2 pptx
... 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 ... of data mining in practice. Figure 2.1 shows the four stages: 1. Identifying the business problem. 2. Mining data to transform the data into actionable information. 3. Acting on the information. ... prosper for the rest of the century. In the next chapter, we turn to how businesses make effective use of data mining, using the virtuous cycle of data mining. Lessons Learned Data Mining...
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John wiley sons data mining techniques for marketing sales_4 pdf
... before. The newly discovered relationships suggest new hypotheses to test and the data mining process begins all over again. Lessons Learned Data mining comes in two forms. Directed 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 ... c04.qxd 3/8/04 11:10 AM Page 97 Data Mining Applications 97 mining techniques used to generate the scores. It is worth noting, however, that many of the data mining techniques in this book can...
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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 ... proportion (as a line) on the same chart for stop reasons associated with a particular marketing effort. 470643 c04.qxd 3/8/04 11:10 AM Page 113 Data Mining Applications 113 The bizocity score ... together can be used to purchase household-level informa-tion about prospects from providers of marketing data. This sort of data is use-ful for targeting broad, general segments such as “young...
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John wiley sons data mining techniques for marketing sales_6 ppt
... in several areas: ■■ Data miners tend to ignore measurement error in raw data. ■■ Data miners assume that there is more than enough data and process-ing power. ■■ Data mining assumes dependency ... most recent customers for the challenger, and every-one else for the champion. ■■ Use the customers with telephone numbers for the telemarketing cam-paign; everyone else for the direct mail ... 11:11 AM Page 159The Lure of Statistics: Data Mining Using Familiar Tools 159 statisticians use similar techniques to solve similar problems, the data mining approach differs from the standard...
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John wiley sons data mining techniques for marketing sales_8 ppt
... test set to see how well it performs. 7. Apply the model generated by the network to predict outcomes for unknown inputs. Fortunately, data mining software now performs most of these steps auto-matically. ... and learn from data mimics, in some sense, our own ability to learn from experience. This ability is useful for data mining, and it also makes neural networks an exciting area for research, ... children variable might be mapped as follows: 0 (for 0 children), 0.5 (for one child), 0.75 (for two children), 0.875 (for three children), and so on. For cate-gorical variables, it is often easier...
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John wiley sons data mining techniques for marketing sales_12 doc
... applied to data. 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 ... Islands of Simplicity In Chapter 1, where data mining techniques are classified as directed or undi-rected, automatic cluster detection is described as a tool for undirected knowl-edge discovery. ... clustering can be a directed activity because clusters are sought for some business purpose. In marketing, clusters formed for a business purpose are usually called “segments,” and customer...
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John wiley sons data mining techniques for marketing sales_13 docx
... calculation for these customers, paying par-ticular attention to the role of censoring. When looking at customer data for hazard calculations, both the tenure and the censoring flag are needed. For ... the data speak instead of finding a special function to speak for it. Empirical hazard probabilities simply let the historical data determine what is likely to happen, without trying to fit data ... measurement of customer retention. Any reasonable database that purports to be about customers should have this data readily accessible. Of course, marketing databases are rarely simple. There are two...
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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. ... 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. ... analysis of the combined data mining and telemarketing action plan. Armed with this data, Comcast was able to make an informed decision to invest in future data mining efforts. Of course, the...
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Data Mining Techniques For Marketing, Sales, and Customer Relationship Management Second Edition phần 2 pps
... 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 September 20 04 S M T W T F S 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 29 ... 24 25 26 27 28 October 20 04 S M T W T F S 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 24 31 18 19 20 21 22 23 3 025 26 27 28 29 S M T W T F S 7 8 9 1 2 3 4 5 6 14 15 16 17 18 19 20 ... rest of the customers (we prefer to have the maximum weight be 1). 00 01 02 03 04 05 06 07 08 09 19 29 39 49 10 11 12 13 14 15 16 17 18 20 21 22 23 24 25 26 27 28 30 31 32 33 34 35 36...
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Data Mining Techniques For Marketing, Sales, and Customer Relationship Management Second Edition phần 3 pps
... 1,850.2 5 23. 1 4,187.7 1 ,36 2 –110 –1,252 1,002 .3 23. 2 37 4.1 KINGS 6,257.9 1,769.4 14,1 63. 7 3, 515 37 6 3, 139 1,974.5 80.1 695.6 NASSAU 4,251.1 1,202.0 9,621.8 –1,116 37 1 745 2 93. 0 114.5 57.7 ... NOT_TM BRONX 1,850.2 4,710.8 1 ,36 1.8 –1 ,36 1.8 1,002 .3 3 93. 7 NOT BRONX 34 , 135 .8 86,9 13. 2 –1 ,36 1.8 1 ,36 1.8 54 .3 21 .3 The result is a set of chi-square values for the Bronx-TM combination, in a table ... detailed enough to form the basis of an individualized customer relationship. 4706 43 c05.qxd 3/ 8/04 11:11 AM Page 133 The Lure of Statistics: Data Mining Using Familiar Tools 133 (continued) density...
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Data Mining Techniques For Marketing, Sales, and Customer Relationship Management Second Edition phần 4 pdf
... is 100 percent wrong. As the 100 120 140 160 180 200 220 240 260 280 300 320 340 360 380 40 0 42 0 44 0 46 0 48 0 500 520 540 560 580 47 0 643 c07.qxd 3/8/ 04 11:36 AM Page 217Artificial Neural Networks ... 56.6% 43 .4% 99 39.2% 60.8% 148 40 .4% 59.6% 57 27.0% 73.0% 44 0 27.9% 72.1% 218 < 0.18 < 4, 855 ≥ 88 ,45 5 67.3% 32.7% 110 66.0% 34. 0% 47 70.9% 29.1% 55 52.0% 48 .0% ... allowed to become 100 120 140 160 180 200 220 240 260 280 300 Proportion of Event in Top Ranks (10%) 320 340 360 380 40 0 42 0 44 0 46 0 48 0 500 520 540 560 580 The formula for the adjusted error...
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