Data Mining Techniques in CRM: Inside Customer Segmentation

摘要: A complete and comprehensive handbook for the application of data mining techniques in marketing customer relationship management. It combines a technical business perspective, bridging gap between its use marketing.It guides readers through all phases process, presenting solid methodology, best practices recommendations results effective marketing. answers crucial question 'what to use' by proposing marts full lists KPIs major industries.Data algorithms are presented simple way users along with real-world examples from industries.The book is mainly addressed marketers, analysts practitioners who looking how-to guide on mining. presents authors' knowledge experience "data trenches", revealing secrets success.