Data Mining for Managers: How to Use Data (Big and Small) to Solve Business Challenges

✍ Scribed by Richard Boire (auth.)

• Publisher: Palgrave Macmillan US
• Year: 2014
• Tongue: English
• Leaves: 243
• Edition: 1
• Category: Library

✦ Synopsis

Big Data is a growing business trend, but there little advice available on how to use it practically. Written by a data mining expert with over 30 years of experience, this book uses case studies to help marketers, brand managers and IT professionals understand how to capture and measure data for marketing purposes.

✦ Table of Contents

Front Matter....Pages i-xiii
Introduction....Pages 1-6
Growth of Data Mining—An Historical Perspective....Pages 7-14
Data Mining in the New Economy....Pages 15-21
Using Data Mining for CRM Evaluation....Pages 23-27
The Data Mining Process: Problem Identification....Pages 29-40
The Data Mining Process: Creation of the Analytical File....Pages 41-57
Data Mining Process: Creation of the Analytical File with External Data Sources....Pages 59-62
Data Storage and Security....Pages 63-64
Privacy Concerns Regarding the Use of Data....Pages 65-73
Types and Quality of Data....Pages 75-82
Segmentation....Pages 83-94
Applying Data Mining Techniques....Pages 95-113
Gains Charts....Pages 115-120
Using RFM as One Targeting Option....Pages 121-123
The Use of Multivariate Analysis Techniques....Pages 125-132
Tracking and Measuring....Pages 133-140
Implementation and Tracking....Pages 141-142
Value-Based Segmentation and the Use of CHAID....Pages 143-149
Black Box Analytics....Pages 151-154
Digital Analytics: A Data Miner’s Perspective....Pages 155-163
Organizational Considerations: People and Software....Pages 165-180
Social Media Analytics....Pages 181-184
Credit Cards and Risk....Pages 185-191
Data Mining in Retail....Pages 193-200
Business-to-Business Example....Pages 201-205
Financial Institution Case Study....Pages 207-210
Using Marketing Analytics in the Travel/Entertainment Industry....Pages 211-213
Data Mining for Customer Loyalty: A Perspective....Pages 215-219
Text Mining: The New Data Mining Frontier....Pages 221-227
Analytics and Data Mining for Insurance Claim Risk....Pages 229-230
Future Thoughts: The Big Data Discussion and the Key Roles in Analytics....Pages 231-236
Back Matter....Pages 237-242

✦ Subjects

Marketing; Market Research/Competitive Intelligence; Data Mining and Knowledge Discovery; Economics, general