John wiley sons data mining techniques for marketing sales 12 doc

John wiley sons data mining techniques for marketing sales_20 pptx

... discussed, 7 Data 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 ... detection, 371–372 documentation data mining, 536–537 historical data as, 61 dumping data, flat files, 594 E EBCF (existing base churn forecast), 469 economic data, useful data sources, 61 ... criteria, decision trees, 177–178 p-values, statistics, 126 Pyle, Dorian Business Modeling and Data Mining, 60 Data Preparation for Data Mining, 75 470643 bindex.qxd 3/8/04 11:08 AM Page 619C...

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. ... 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

... 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

... scales for each change. In the previous 470643 c05.qxd 3/8/04 11:11 AM Page 127 The Lure of Statistics: Data Mining Using Familiar Tools 127 Looking at Discrete Values Much of the data used in data ... Old Young Old +4.2% of 12, 747 & 12, 836 #4 3.4% of 12, 321 1.9% of 12, 452 & 12, 379 +3.3% of 12, 353 & 12, 158 & 12, 754 #3 #5 #6 Difference in response Control between ... 470643 c04.qxd 3/8/04 11:10 AM Page 121 Data Mining Applications 121 to assign fitness scores to geographic neighborhoods using data of the type available form the U.S. census bureau, Statistics...

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...

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...

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...

John wiley sons data mining techniques for marketing sales_13 docx

... business for a moment and consider life tables, which describe the probability of someone dying at a particular age. Table 12. 1 shows this data, for the U.S. pop-ulation in 2000: Table 12. 1 Hazards ... 0.02% 15–19 yrs 0.07% 20–24 yrs 0.10% 25–29 yrs 0.10% 30–34 yrs 0 .12% 470643 c12.qxd 3/8/04 11:17 AM Page 412 412 Chapter 12 The biggest assumption in the proportional hazards model is the ... calculation, which Figure 12. 3 walks through. 470643 c12.qxd 3/8/04 11:17 AM Page 397Hazard Functions and Survival Analysis in Marketing 397 information about standard errors. For most applications,...

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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