Mastering Data Mining

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In this follow-up to their successful first book, the authors provide a case study-based guide to best practices in commercial data mining. Shifting the focus from understanding techniques to achieving business results, the emphasis is on customer relationship management. Readers will learn to apply data mining techniques to solve practical business challenges. The book begins with fundamental principles of data mining and customer relationship management, followed by a series of candid case studies from various industries such as e-commerce, banking, cataloging, retailing, and telecommunications. These cases illustrate how to formulate business problems, analyze data, evaluate results, and apply insights to similar challenges across different sectors. The authors demonstrate how to leverage data mining to enhance customer loyalty, target the right prospects, identify new markets, and recognize cross-selling opportunities both online and offline. Additionally, a companion website offers information on data mining products, service providers, conferences, courses, and full-color illustrations from the book. This resource is positioned as essential for professionals seeking to deepen their understanding and application of data mining in business contexts.