Berry M.J.A., Linoff G.S. Data Mining Techniques For Marketing, Sales, and Customer Relationship Management

Wiley Publishing, Inc. , 2004. - 670 p.The book is still divided into three parts. The first part talks about the business context of data mining, starting with a chapter that introduces data mining and explains what it is used for and why. The second chapter introduces the virtuous cycle of data mining — the ongoing process by which data mining is used to turn data into information that leads to actions, which in turn create more data and more opportunities for learning. Chapter 3 is a muchexpanded discussion of data mining methodology and best practices. This chapter benefits more than any other from our experience since writing the first book. The methodology introduced here is designed to build on the successful engagements we have been involved in. Chapter 4, which has no counterpart in the first edition, is about applications of data mining in marketing and customer relationship management, the fields where most of our own work has been done.