Data mining techniques : for marketing, sales, and customer relationship management / Gordon S. Linoff and Michael J. A. Berry

Includes index.

Chapter 1. What Is data mining and why do it? -- Chapter 2. Data mining applications in marketing and customer relationship management -- Chapter 3. The data mining process -- Chapter 4. Statistics 101: What you should know about data -- Chapter 5. Descriptions and prediction: profiling and predictive modeling -- Chapter 6. Data mining using classic statistical techniques -- Chapter 7. Decision trees -- Chapter 8. Artificial neural networks -- Chapter 9. Nearest neighbor approaches: Memory-based reasoning and collaborative filtering -- Chapter 10. Knowing when to worry: Using survival analysis to understand customers -- Chapter 11. Genetic algorithms and swarm intelligence -- Chapter 12. Tell me something new: Pattern discovery and data mining -- Chapter 13. Finding islands of similarity: Automatic cluster detection -- Chapter 14. Alternative approaches to cluster detection -- Chapter 15. Market basket analysis and association rules -- Chapter 16. Link analysis -- Chapter 17. Data warehousing, OLAP, analytic sandboxes, and data mining -- Chapter 18. Building customer signatures -- Chapter 19. Derived variables: Making the data mean more -- Chapter 20. Too much of a good thing? Techniques for reducing the number of variables -- Chapter 21. Listen carefully to what your customers say: text mining.

The leading introductory book on data mining, fully updated and revised! When Berry and Linoff wrote the first edition of Data Mining Techniques in the late 1990s, data mining was just starting to move out of the lab and into the office and has since grown to become an indispensable tool of modern business. This new edition-more than 50% new and revised- is a significant update from the previous one, and shows you how to harness the newest data mining methods and techniques to solve common business problems.