Copyrighted material – 9781137406170
Contents List of Figures
vii
Foreword
xi
Acknowledgments
xiii
1.
Introduction
1
2.
Growth of Data Mining—An Historical Perspective
7
3.
Data Mining in the New Economy
15
4.
Using Data Mining for CRM Evaluation
23
5.
The Data Mining Process: Problem Identification
29
6.
The Data Mining Process: Creation of the Analytical File
41
Data Mining Process: Creation of the Analytical File with External Data Sources
59
8.
Data Storage and Security
63
9.
Privacy Concerns Regarding the Use of Data
65
10.
Types and Quality of Data
75
11.
Segmentation
83
12.
Applying Data Mining Techniques
95
13.
Gains Charts
115
14.
Using RFM as One Targeting Option
121
15.
The Use of Multivariate Analysis Techniques
125
16.
Tracking and Measuring
133
7.
Copyrighted material – 9781137406170