Data Mining for Managers How to Use Data (Big and Small) to Solve Bu
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 unde
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10.1057/9781137406194 - Data Mining for Managers, Richard Boire
Copyright material from www.palgraveconnect.com - licensed to New York University - Waldmann Dental Library - PalgraveConnect - 2015-06-01
Data Mining for Managers
10.1057/9781137406194 - Data Mining for Managers, Richard Boire
Copyright material from www.palgraveconnect.com - licensed to New York University - Waldmann Dental Library - PalgraveConnect - 2015-06-01
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How to Use Data (Big and Small) to Solve Business Challenges
Richard Boire
10.1057/9781137406194 - Data Mining for Managers, Richard Boire
Copyright material from www.palgraveconnect.com - licensed to New York University - Waldmann Dental Library - PalgraveConnect - 2015-06-01
Data Mining for Managers
data mining for managers
Copyright © Richard Boire, 2014. All rights reserved.
Where this book is distributed in the UK, Europe and the rest of the world, this is by Palgrave Macmillan, a division of Macmillan Publishers Limited, registered in England, company number 785998, of Houndmills, Basingstoke, Hampshire RG21 6XS. Palgrave Macmillan is the global academic imprint of the above companies and has companies and representatives throughout the world. Palgrave® and Macmillan® are registered trademarks in the United States, the United Kingdom, Europe and other countries. ISBN: 978–1–137–40617–0 Library of Congress Cataloging-in-Publication Data Boire, Richard. Data mining for managers : how to use data (big and small) to solve business challenges / Richard Boire. pages cm ISBN 978–1–137–40617–0 (alk. paper) 1. Management—Computer programs. 2. Data mining. I. Title. HD30.2.B6373 2014 6589.056312—dc23
2014015559
A catalogue record of the book is available from the British Library. Design by Newgen Knowledge Works (P) Ltd., Chennai, India. First edition: October 2014 10 9 8 7 6 5 4 3 2 1 Printed in the United States of America.
10.1057/9781137406194 - Data Mining for Managers, Richard Boire
Copyright material from www.palgraveconnect.com - licensed to New York University - Waldmann Dental Library - PalgraveConnect - 2015-06-01
First published in 2014 by PALGRAVE MACMILLAN® in the United States—a division of St. Martin’s Press LLC, 175 Fifth Avenue, New York, NY 10010.
List of Figures
vii
Foreword
xi
Acknowledgments
xiii
1. Introduction
1
2. Growth of Data Mining—An Historical Perspective
7
3. Data Mining in the New Economy
15
4. Using Data Mining for CRM Evaluation
23
5. The Data Mining Process: Problem Identification
29
6. The Data Mining Process: Creation of the Analytical File
41
7. Data Mining Process: Creation of the Analytical File with External Data Sources
59
8. Data Storage and Security
63
9. Privacy Concerns Regarding the Use of Data
65
10. Types and Quality of Data
75
11. Segmentation
83
12. Applying Data Mining Techniques
95
13. Gains Charts
115
14. Using RFM as One Targeting Option
121
15. The Use of Multivariate Analysis Techniques
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