Data Mining Techniques For Marketing, Sales, and Customer Relationship Management Second Edition phần 1 ppt

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 ... 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...

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...

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...

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...

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...

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)...

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...

Data Mining Techniques For Marketing, Sales, and Customer Relationship Management Second Edition phần 5 pot

... 2 ,5, 3,4,1 2 ,5, 3,4,1 3 3,2 ,5, 4,1 3,2 ,5, 4,1 3,2 ,5, 4,1 4 4,1 ,5, 2,3 4,1 ,5, 2,3 4,1 ,5, 2,3 5 5,2,3,4,1 5, 2,3,4,1 5, 2,3,4,1 470643 c07.qxd 3/8/04 11:37 AM Page 2 45 Artificial Neural Networks 2 45 or down, ... $41.00 3 3 $39. 25 4 4 $39. 75 5 5 $40 .50 6 1 $40 .50 7 2 $40. 75 8 3 $41. 25 9 4 $42.00 10 5 $41 .50 470643 c08.qxd 3/8/04 11:14 AM Page 264264 Chapter 8 1 0.9 0.8 0.7 0.6 0 .5 0.4 0.3 ... and then moving it to a data mining environment. $0 $ 250 $50 0 $ 750 $1,000 $1, 250 $1 ,50 0 MasterCard VisaAverage Order Amount American Express 1 2 3 4 5 6 7 8 9 Number of Items Purchased...

Data Mining Techniques For Marketing, Sales, and Customer Relationship Management Second Edition phần 7 ppt

... 170 180 Number Actual Predicted 1 3 5 7 9 111315 171 9212325 272 931 Day of Month Figure 12.13 Survival analysis can also be used for forecasting customer stops. The second component of a customer- level ... 65–69 yrs 1.93% 70 74 yrs 2. 97% 75 79 yrs 4.56% 80–84 yrs 7. 40% 85+ yrs 15.32% A life table is a good example of hazards. Infants have about a 1 in 1 37 chance of dying before their first ... combi-nation with other data mining algorithms, including determining the best topology for neural networks, determining the scoring function for memory-based reasoning, and, as already mentioned,...

Data Mining Techniques For Marketing, Sales, and Customer Relationship Management Second Edition phần 8 pdf

... in data and therefore has a firm requirement for clean and consistent data. Much of the effort behind data mining endeavors is in the steps of identifying, acquiring, and cleansing the data. ... opportunities for up-selling, cross-selling, and usage stimulation. Eventually all customers leave, making retention an important data mining application both for marketing and fore-casting. And once customers ... c14.qxd 3 /8/ 04 11: 18 AM Page 467 Data Mining throughout the Customer Life Cycle 467 Up-Selling. Having the customer buy premium products and services. Cross-Selling. Broadening the customer relationship, ...

Data Mining Techniques For Marketing, Sales, and Customer Relationship Management Second Edition phần 9 pptx

... values for that column. Table 17.1 shows range characteristics for typical types of data used for data mining. Table 17.1 Range Characteristics for Typical Types of Data Used for Data Mining ... modeling efforts require understanding data. No single customer signature works for all modeling efforts, although some customer signatures work well for several applications The customer in customer ... specific to the data being used and is outside the scope of this book. Data for Data Mining Data mining expects data to be in a particular format: ■■ All data should be in a single table....

Data Mining Techniques For Marketing, Sales, and Customer Relationship Management Second Edition phần 10 pps

... analysis, 107 108 discussed, 95 fixed budgets, 97 100 loyalty programs, 111 new customer information, gathering, 109 – 110 people most influenced by, 106 107 planning, 27 profitability, 100 104 ... back propagation, feed-forward neural networks, 228–232 backfitting, defined, 170 bad customers, customer relationship management, 18 bad data formats, data transformation, 28 balance ... data mining techniques may turn out to be best for each task. How One Company Began Data Mining Over the years, the authors have watched many companies make their first forays into data mining. ...

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