Konstantinos Tsiptsis, Antonios Chorianopoulos

Data Mining Techniques in CRM (eBook, ePUB)

Inside Customer Segmentation

• Format: ePub

Produktbeschreibung

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.

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Produktdetails

• Verlag: John Wiley & Sons
• Seitenzahl: 372
• Erscheinungstermin: 24. August 2011
• Englisch
• ISBN-13: 9781119965459
• Artikelnr.: 37338070

Autorenporträt

Konstantinos Tsiptsis, CRM and Customer Intelligence Manager, Eurobank, EFM, Greece Antonios Chorianopoulos, Greek Ministry of Economy and Finance, Data Analysis Unit, MIS Service, Greece.

Inhaltsangabe

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. The Mining Data Mart for Retailers. Summary. 5. Customer
Segmentation. An Introduction to Customer Segmentation. Segmentation Types
in Consumer Markets. Segmentation in Business Markets. A Guide for
Behavioral Segmentation. Segmentation Management Strategy. A Guide for
Value-Based Segmentation. Designing Differentiated Strategies for the Value
Segments. Summary. 6. Segmentation Applications in Banking. Segmentation
for Credit Card Holders. Segmentation in Retail Banking. The Marketing
Process. Segmentation in Retail Banking; A Summary. 7. Segmentation
Applications in Telecommunications. Mobile Telephony. The Fixed Telephony
Case. Summary. 8. Segmentation for Retailers. Segmentation in the Retail
Industry. The RFM Analysis. Grouping Customers According to the Products
They Buy. Summary. Further Reading. Index.