Description |
xxvii, 510 pages : illustrations ; 24 cm |
Contents |
1. Customer relationships -- 2. Data mining and data warehousing: a connected view -- 3. Customer relationship management -- 4. Data warehousing components -- 5. Data mining -- 6. Classical techniques: statistics, neighborhoods and clustering -- 7. Next generation techniques: trees, networks and rules -- 8. When to use data mining -- 9. Customer profitability -- 10. Customer acquisition -- 11. Cross-selling -- 12. Customer retention -- 13. Customer segmentation -- 14. Building the business case -- 15. Deploying data mining for CRM -- 16. Collecting customer data -- 17. Scoring your customers -- 18. Optimizing the CRM process -- 19. Overview of data mining and CRM tool markets -- 20. Conclusion: next generation of information mining and knowledge discovery for effective customer relationship management |
Bibliography |
Includes bibliographical references and index |
Subject |
Customer relations.
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Decision support systems.
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Data mining.
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Author |
Smith, Stephen, 1953-
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Thearling, Kurt.
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LC no. |
99039159 |
ISBN |
0071344446 |
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