Boire R. Data Mining for Managers. How to Use Data (Big and Small) to Solve Business Challenges

Palgrave Macmillan, 2014, 242 p.
eBook ISBN: 978-1-137-40619-4
Hardcover ISBN: 978-1-137-40617-0
Softcover ISBN: 978-1-349-48786-8This book will help marketing executives, brand managers and IT professional understand what BIG DATA means and how to capture it in a way that is useful for marketing
It explains how the marketing function is undergoing fundamental changes
Makes clear how personalized advertising is delivered using online channels and where the marketers can identify the specific customer and tailor their messaging based on customer behavior, context and intention and then utilize it for their own success
The author is very active in the data mining, big data and marketing analytics community
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 understand how to capture and measure data for marketing purposes.Growth of Data Mining — An Historical Perspective
Data Mining in the New Economy
Using Data Mining for CRM Evaluation
The Data Mining Process: Problem Identification
The Data Mining Process: Creation of the Analytical File
Data Mining Process: Creation of the Analytical File with External Data Sources
Data Storage and Security
Privacy Concerns Regarding the Use of Data
Types and Quality of Data
Segmentation
Applying Data Mining Techniques
Gains Charts
Using RFM as One Targeting Option
The Use of Multivariate Analysis Techniques
Tracking and Measuring
Implementation and Tracking
Value-Based Segmentation and the Use of CHAID
Black Box Analytics
Digital Analytics: A Data Miner’s Perspective
Organizational Considerations: People and Software
Social Media Analytics
Credit Cards and Risk
Data Mining in Retail
Business-to-Business Example