Data Mining for Managers [electronic resource] : How to Use Data (Big and Small) to Solve Business Challenges /
Boire, R.author.
Big Data is a growing business trend, but there little advice available on how to use it practically. Written by a data mining expert with over 30 years of experience, this book uses case studies to help marketers, brand managers and IT professionals understand how to capture and measure data for marketing purposes.
Includes index.
Big Data is a growing business trend, but there little advice available on how to use it practically. Written by a data mining expert with over 30 years of experience, this book uses case studies to help marketers, brand managers and IT professionals understand how to capture and measure data for marketing purposes.
Introduction -- Growth of data mining and the data miner -- Data mining in the new economy -- Using data mining for crm evaluation -- The data mining process-problem identification -- The data mining process - creation of the analytical file -- Data mining process-creation of the analytical file : using external data sources -- Data storage and security -- Privacy concerns regarding the use of data -- Types and quality of data -- Segmentation -- Applying data mining techniques -- Gains charts -- Using rfm as one targeting option -- The use of multivariate analysis techniques -- Tracking and measuring -- Implementation and tracking -- Value-based segmentation and the use of chaid -- Black box analytics -- Digital analytics : a data miner's perspective -- Organizational considerations/people and software -- Social media analytics -- Credit cards and risk -- Data mining in retail -- Business to business example -- Financial institution case study -- Using marketing analytics in the travel/entertainment industry -- Data mining for customer loyalty : a perspective -- Text mining : the new data mining frontier -- Analytics and data mining for insurance claim risk -- Future thoughts : the big data discussion and the key roles within analytics.
Marketing.
Market research.
Data mining.
Economics.
Management science.
Marketing.
Market Research/Competitive Intelligence.
Data Mining and Knowledge Discovery.
Economics, general.