Data Mining Techniques in CRM Inside Customer Segmentation [Hardcover]

This is an applied handbook for the application of data mining techniques in the CRM framework. It combines a technical and a business perspective to cover the needs of business users who are looking for a practical guide on data mining. It focuses on Customer Segmentation and presents guidelines for the development of actionable segmentation schemes. By using non-technical language it guides readers through all the phases of the data mining process.Acknowledgements.

1. Data Mining in CRM.

The CRM Strategy.

What Can Data Mining Do?

The Data Mining Methodology.

Data Mining and Business Domain Expertise.

Summary.

2. An Overview of Data Mining Techniques.

Supervised Modeling.

Unsupervised Modeling Techniques.

Machine Learning/Artificial Intelligence vs. Statistical Techniques.

Summary.

3. Data Mining Techniques for Segmentation.

Segmenting Customers with Data Mining Techniques.

Principal Components Analysis.

Clustering Techniques.

Examining and Evaluating the Cluster Solution.

Understanding the Clusters through Profiling.

Selecting the Optimal Cluster Solution.

Cluster Profiling and Scoring with Supervised Models.

An Introduction to Decision Tree Models.

Summary.

4. The Mining Data Mart.

Designing the Mining Data Mart.

The Time Frame Covered by the Mining Data Mart.

The Mining Data Mart for Retail Banking.

The Mining Data Mart for Mobile Telephony Consumer (Residential) Customers.

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