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. ...

Data Mining Techniques For Marketing, Sales, and Customer Relationship Management Second Edition phần 2 pps

... 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 powerful ... longer-lasting customers. 470643 c04.qxd 3/8/04 11 :10 AM Page 87 Data Mining Applications in Marketing and Customer Relationship Management 4 CHAPTER Some people find data mining techniques ... 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...

Data Mining Techniques For Marketing, Sales, and Customer Relationship Management Second Edition phần 3 pps

... Use customers in California for the challenger and everyone else for the champion. ■■ Use the 5 percent lowest and 5 percent highest value customers for the challenger, and everyone else for ... channel B customer a figure that is as valuable as the cost-per-response measures often used to rate channels. Data Mining for Customer Relationship Management Customer relationship management ... entirely randomly from the whole population for the difference of proportions method to work. 470643 c04.qxd 3/8/04 11 :10 AM Page 109 Data Mining Applications 109 Start Tracking Customers before...

Data Mining Techniques For Marketing, Sales, and Customer Relationship Management Second Edition phần 4 pdf

... running properly, data is collected from about 60 sensors. Every 30 seconds, this data, along with control information, is written to a log and made available to operators in the form of graphs. ... descriptive information about a house, suitably mapped, and produces an output. There is one caveat. The output is itself a number between 0 and 1 (for a logistic activation function) or –1 and 1 (for ... Trees as a Data Exploration Tool During the data exploration phase of a data mining project, decision trees are a useful tool for picking the variables that are likely to be important for predict-ing...

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

... reasoning is a powerful data mining technique that can be used to solve a wide variety of data mining problems involving classification or estimation. Unlike other data mining techniques that use ... typically has three tables, one for the customer, one for the order, and one for the order line. 470643 c08.qxd 3/8/04 11:14 AM Page 279Memory-Based Reasoning and Collaborative Filtering 279 ... is for the k nearest neighbors to vote on an answer—”democracy” in data mining. When MBR is used for classification, each neighbor casts its vote for its own class. The proportion of votes for...

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

... used for forecasting customer stops. The second component of a customer- level forecast is a bit more difficult to calculate. This component is the effect of new customers on the forecast, and ... of production, and a cost for transporting widgets to customers. How many widgets should each factory produce to satisfy customer demand at minimal cost? The standard method for solving such ... censoring. When looking at customer data for hazard calculations, both the tenure and the censoring flag are needed. For the customers in Figure 12.7, Table 12.2 shows this data. It is instructive...

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. ... corpo-rate data warehouse is a valuable ally. Better yet, if the design of the data ware-house includes support for data mining applications, the warehouse facilitates and catalyzes data mining efforts. ... not only for retention interventions, but also for customer lifetime value calculations and for forecasting numbers of customers, as discussed in the sidebar “An Engine for Churn Forecasting.”...

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

... 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 ... 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 powerful ... corporation to improve its marketing, sales, and customer support operations through a better understanding of its customers. Keep in mind, however, that the data mining techniques and tools described...

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