Berry M.J.A., Linoff G.S. Mastering Data Mining The Art and Science of Customer Relationship Management

John Wiley & Sons, Inc., 2000. — 480 p. — ISBN: 0471331236.The first chapter, Data Mining in Context, supplies a bit of historical background for the current explosion in both data and data mining and examines the current data mining environment from three viewpoints-business, technical, and societal. The second chapter, Why Master the Art? , addresses the need for companies that are serious about organizing their business around their customers to develop a core competency in data mining and why it is not sufficient simply to purchase scores of prebuilt models or to rely on outside experts. Chapter 3, Data Mining Methodology: The Virtuous Cycle
Revisited, revisits the data mining methodology introduced in our earlier book and examines the assumptions that must hold true in order for data mining to be successful. This chapter describes in general terms the procedures that are described in detail during the course of the case studies. Chapter 4, Customers and Their Lifecycles, introduces two kinds of customer lifecycles-the lifecycle that we all share as human beings and the lifecycle of a customer's relationship with a firm. This latter lifecycle determines the business goals that can be supported by data mining and the kinds of data available to be mined.