Data mining techniques in CRM: inside customer segmentation

The book aims to be a complete and comprehensive handbook for implementing successful data mining segmentation schemes in the framework of Customer Relationship Management. By using non-technical language it focuses on data mining methodologies and guidelines for the development of effective marketing strategies based on segmentation. It guides readers through all phases of the data mining process, from data requirements analysis and preparation to marketing deployment of the results, presenting all necessary steps that should be followed for the evolvement of an organization into a segmentation oriented enterprise.Methodological guidelines are supplemented by real-world application examplesfrom all major industries, including telephony and banking.

• ISBN: 978-0-470-74397-3
• Editorial: John Wiley & Sons
• Encuadernacion: Cartoné
• Páginas: 368
• Fecha Publicación: 08/01/2010
• Nº Volúmenes: 1
• Idioma: Inglés