Authors: Gordon S. Linoff, Michael J. A. Berry
ISBN-13: 9780471470649, ISBN-10: 0471470643
Format: Paperback
Publisher: Wiley, John & Sons, Incorporated
Date Published: March 2004
Edition: 2nd Edition
MICHAEL J. A. BERRY and GORDON S. LINOFF are the founders of Data Miners, Inc., a consultancy specializing in data mining. They have jointly authored some of the leading data mining titles in the field, Data Mining Techniques, Mastering Data Mining, and Mining the Web (all from Wiley). They each have more than a decade of experience applying data mining techniques to business problems in marketing and customer relationship management.
The unparalleled author team of Berry and Linoff are back with an invaluable revised edition to their groundbreaking text
The world of data mining has changed tremendously since the publication of the first edition of Data Mining Techniques in 1997. For the most part, the underlying algorithms have remained the same, but the software in which the algorithms are imbedded, the databases to which they are applied, and the business problems they are used to solve have all grown and evolved. With that in mind, Michael Berry and Gordon Linoffthe leading authorities on the use of data mining techniques for business applicationshave written a new edition to show you how to harness fundamental data mining methods and techniques to solve common types of business problems.
Berry and Linoffs years of hands-on data mining experience is reflected in every chapter of this extensively updated and revised edition. They discuss core data mining techniques, including decision trees, neural networks, collaborative filtering, association rules, link analysis, clustering, and survival analysis. In addition, they provide an overview of data mining best practices. Each chapter covers a new data mining technique and then immediately explains how to apply the technique for improved marketing, sales, and customer support. The authors build on their reputation for concise, clear, and practical explanations of complex concepts, making this book the perfect introduction to data mining for both business professionals and students.
With more than forty percent new and updated material, this second edition of Data Mining Techniques shows you how to:
The companion Web site provides exercises for each chapter, plus data that can be used to test out the various data mining techniques in the book.
Acknowledgments | ||
About the authors | ||
Introduction | ||
Ch. 1 | Why and what is data mining? | 1 |
Ch. 2 | The virtuous cycle of data mining | 21 |
Ch. 3 | Data mining methodology and best practices | 43 |
Ch. 4 | Data mining applications in marketing and customer relationship management | 87 |
Ch. 5 | The lure of statistics : data mining using familiar tools | 123 |
Ch. 6 | Decision trees | 165 |
Ch. 7 | Artificial neural networks | 211 |
Ch. 8 | Nearest neighbor approaches : memory-based reasoning and collaborative filtering | 257 |
Ch. 9 | Market basket analysis and association rules | 287 |
Ch. 10 | Link analysis | 321 |
Ch. 11 | Automatic cluster detection | 349 |
Ch. 12 | Knowing when to worry : hazard functions and survival analysis in marketing | 383 |
Ch. 13 | Genetic algorithms | 421 |
Ch. 14 | Data mining throughout the customer life cycle | 447 |
Ch. 15 | Data warehousing, OLAP, and data mining | 473 |
Ch. 16 | Building the data mining environment | 513 |
Ch. 17 | Preparing data for mining | 539 |
Ch. 18 | Putting data mining to work | 597 |
Index | 615 |