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Data Mining Techniques in CRM: Inside Customer Segmentation
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Review copy sent 01/10/10: Datamining Blog
Rezension
"Many marketers hear that data mining is a valuable tool, but may not know where to start or how to apply it to their business. This book bridges the gap between the technology and its use in high-value marketing applications. Not only are the techniques of data mining explained (in ways accessible to mere mortals, not just PhD statisticians), Chorianopoulos and Tsiptsis guide marketers in banking, retail, and telecommunications through the steps of assembling the right data, analyzing it to identify actionable segments, and using this insight to drive successful marketing activities. The book is packed with guidance and tips that will ‘jump start’ marketing applications – a great benefit to any company looking to move its marketing to the next level."
—Colin Shearer, Senior Vice President Strategic Analytics, SPSS, an IBM Company
—Colin Shearer, Senior Vice President Strategic Analytics, SPSS, an IBM Company
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Buchdeckel | Copyright | Inhaltsverzeichnis | Auszug | Stichwortverzeichnis
Buchdeckel | Copyright | Inhaltsverzeichnis | Auszug | Stichwortverzeichnis
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12 Rezensionen
5 von 5 Kunden fanden die folgende Rezension hilfreich
Excellent book for any data miner or anybody involved in CRM
19. Juni 2011
Format:Gebundene Ausgabe
I recently finished reading Data Mining Techniques in CRM: Inside Customer Segmentation. It is a very didactic book written by Tsiptsis and Chorianopoulos. The authors did a very good job in vulgarizing data mining concepts for the reader. That means nearly no formula. But don't misunderstand me, this is not a book only for beginner. Some deep concepts of data mining are presented. The only particularity is that everything is explained with words and pictures. I really appreciated the approach taken by the authors.
The first part of the book explains data mining concepts. Techniques such as clustering, PCA (Principal Component Analysis) and decision trees are introduced. Since clustering is the most used technique in CRM (Customer Relationship Management), it has a particular focus from the authors. Specific topics such as evaluating the clustering results or profiling are discussed. A very interesting chapter is the one showing examples of data marts in CRM applications (retailers, telco and retail banking).
The second part of the book focuses on CRM applications such as segmentation, cross/up-selling, churn, etc. Full chapters are devoted to customer segmentation in banking, retail and telco. These chapters really give detailed information for such projects (data to consider, aggregations, important factors, result interpretation, etc.). It is clear that the authors have a strong experience in CRM.
To conclude, this is an excellent book for any data miner or anybody involved in CRM. The text is clear and pictures are well done (and funny which is rare enough to be mentioned). From basic to advanced topics, the book is a very pleasant journey inside data mining with a clear focus on customer segmentation. Really advised if you're not a fan of formulas.
The first part of the book explains data mining concepts. Techniques such as clustering, PCA (Principal Component Analysis) and decision trees are introduced. Since clustering is the most used technique in CRM (Customer Relationship Management), it has a particular focus from the authors. Specific topics such as evaluating the clustering results or profiling are discussed. A very interesting chapter is the one showing examples of data marts in CRM applications (retailers, telco and retail banking).
The second part of the book focuses on CRM applications such as segmentation, cross/up-selling, churn, etc. Full chapters are devoted to customer segmentation in banking, retail and telco. These chapters really give detailed information for such projects (data to consider, aggregations, important factors, result interpretation, etc.). It is clear that the authors have a strong experience in CRM.
To conclude, this is an excellent book for any data miner or anybody involved in CRM. The text is clear and pictures are well done (and funny which is rare enough to be mentioned). From basic to advanced topics, the book is a very pleasant journey inside data mining with a clear focus on customer segmentation. Really advised if you're not a fan of formulas.
3 von 3 Kunden fanden die folgende Rezension hilfreich
A pragmatic, hands-on approach
6. März 2010
Format:Gebundene Ausgabe
A holistic customer behavior & attitude analysis to support decision makers. It is the 'Bible' for marketers who need to build a deeper insight and plan accordingly their actions per customer segment, building profitable customer relationships. I truly recommend using it in your business.
Efi Kassouri
IT/ Release Management Senior Professional
Vodafone
Efi Kassouri
IT/ Release Management Senior Professional
Vodafone
2 von 2 Kunden fanden die folgende Rezension hilfreich
An A to Z guide for applied Data Mining and BI
1. März 2010
Format:Gebundene Ausgabe
This is a book for professionals who want a lift to the next level.
The authors share on a noble scale their professional and academic experience, analyzing methodologies and giving tips which a lot of Data Mining experts ignore or keep carefully hidden.
It is also remarkable that they cross the usual Data Mining boundaries, describing the full view of BI implementations and defining the modern data miner as a BI expert.
George Goudelis
MSc in Applied Mathematics
CRM & Customer Intelligence Manager
Eurobank EFG
The authors share on a noble scale their professional and academic experience, analyzing methodologies and giving tips which a lot of Data Mining experts ignore or keep carefully hidden.
It is also remarkable that they cross the usual Data Mining boundaries, describing the full view of BI implementations and defining the modern data miner as a BI expert.
George Goudelis
MSc in Applied Mathematics
CRM & Customer Intelligence Manager
Eurobank EFG
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