TY  - BOOK
AU  - Linoff,Gordon S.
AU  - Berry,Micahel J.A.
TI  - Data mining techniques: for marketing, sales, and customer relationship management 
SN  - 9780470650936 (pbk : alk. paper)
AV  - HF5415.125 .B47 2011
PY  - 2011///
CY  - Indianapolis, IN
PB  - Wiley Pub.
KW  - Data mining
KW  - Marketing
KW  - Data processing
KW  - Business
N1  - Berry's name appears first on the 2nd ed; Includes index; What is data mining and why do it? -- Data mining applications in marketing the customer relationship management -- The data mining process -- Statistics 101: What you should know about data -- Descriptions and prediction: Profiling and predictive modeling -- Data mining using classic statistical techniques -- Decision trees -- Artificial neural networks -- Nearest neighbor approaches: Memory-based reasoning and collaborative filtering -- Knowing when to worry: Using survival analysis to understand customers -- Genetic algorithms and swarm intelligence -- Tell me something new: Pattern discovery and data mining -- Finding islands of similarity: Automatic cluster detection -- Alternative approaches to cluster detection -- Market basket analysis and association  rules -- Link analysis -- Data warehousing, OLAP, analytic sandboxes, and data mining --  Building customer signatures -- Derived variables: Making data mean more -- Too much of a good thing? Techniques for reducing the number of variables -- Listen carefully to what your customers say: Text mining
ER  -