Data Mining Techniques in CRM: Inside Customer Segmentation
"Turning data into action is the aim of this insightful and practice-oriented book; it succeeds in an extraordinary way. It  superbly demonstrates how to use analytical data mining techniques to  gain actionable results when analyzing a customer base.This book is  poised to become a standard reference, and I unconditionally recommend  it to anyone working in this field"--ACM Computing Reviews (Reviews.com) Jun 2011"An excellent book for any data miner or anybody involved in CRM. The book is a very pleasant journey inside data mining...Really advised if you′re not a fan of formulas."--Data Mining Research - dataminingblog.com (18 March 2011)"The text succeeds in offering a good introduction to data mining and market segmentation for almost any reader."-- International Retail and Marketing Review (Sep 2011)