Data Mining for Managers: How to Use Data (Big and Small) to Solve Business Challenges

Front Matter....Pages i-xiii
Introduction....Pages 1-6
Growth of Data Mining—An Historical Perspective....Pages 7-14
Data Mining in the New Economy....Pages 15-21
Using Data Mining for CRM Evaluation....Pages 23-27
The Data Mining Process: Problem Identification....Pages 29-40
The Data Mining Process: Creation of the Analytical File....Pages 41-57
Data Mining Process: Creation of the Analytical File with External Data Sources....Pages 59-62
Data Storage and Security....Pages 63-64
Privacy Concerns Regarding the Use of Data....Pages 65-73
Types and Quality of Data....Pages 75-82
Segmentation....Pages 83-94
Applying Data Mining Techniques....Pages 95-113
Gains Charts....Pages 115-120
Using RFM as One Targeting Option....Pages 121-123
The Use of Multivariate Analysis Techniques....Pages 125-132
Tracking and Measuring....Pages 133-140
Implementation and Tracking....Pages 141-142
Value-Based Segmentation and the Use of CHAID....Pages 143-149
Black Box Analytics....Pages 151-154
Digital Analytics: A Data Miner’s Perspective....Pages 155-163
Organizational Considerations: People and Software....Pages 165-180
Social Media Analytics....Pages 181-184
Credit Cards and Risk....Pages 185-191
Data Mining in Retail....Pages 193-200
Business-to-Business Example....Pages 201-205
Financial Institution Case Study....Pages 207-210
Using Marketing Analytics in the Travel/Entertainment Industry....Pages 211-213
Data Mining for Customer Loyalty: A Perspective....Pages 215-219
Text Mining: The New Data Mining Frontier....Pages 221-227
Analytics and Data Mining for Insurance Claim Risk....Pages 229-230
Future Thoughts: The Big Data Discussion and the Key Roles in Analytics....Pages 231-236
Back Matter....Pages 237-242