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Data Mining Models by David L. Olson

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CHAPTER 2

Business Data Mining Tools

Have you ever wondered why your spouse gets all of these strange catalogs for obscure products in the mail? Have you also wondered at his or her strong interest in these things, and thought that the spouse was overly responsive to advertising of this sort? For that matter, have you ever wondered why 90 percent of your telephone calls, especially during meals, are opportunities to purchase products? (Or for that matter, why calls assuming you are a certain type of customer occur over and over, even though you continue to tell them that their database is wrong?)

One of the earliest and most effective business applications of data mining is in support of customer segmentation. This insidious application utilizes ...

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