You are previewing Data Mining Techniques in CRM.
O'Reilly logo
Data Mining Techniques in CRM

Book Description

This is an applied handbook for the application of data mining techniques in the CRM framework. It combines a technical and a business perspective to cover the needs of business users who are looking for a practical guide on data mining. It focuses on Customer Segmentation and presents guidelines for the development of actionable segmentation schemes. By using non-technical language it guides readers through all the phases of the data mining process.

Table of Contents

  1. Cover
  2. Title page
  3. Copyright
  4. Dedication
  5. Acknowledgements
  6. CHAPTER ONE: Data Mining in CRM
    1. THE CRM STRATEGY
    2. WHAT CAN DATA MINING DO?
    3. THE DATA MINING METHODOLOGY
    4. DATA MINING AND BUSINESS DOMAIN EXPERTISE
    5. SUMMARY
  7. CHAPTER TWO: An Overview of Data Mining Techniques
    1. SUPERVISED MODELING
    2. UNSUPERVISED MODELING TECHNIQUES
    3. MACHINE LEARNING/ARTIFICIAL INTELLIGENCE VS. STATISTICAL TECHNIQUES
    4. SUMMARY
  8. CHAPTER THREE: Data Mining Techniques for Segmentation
    1. SEGMENTING CUSTOMERS WITH DATA MINING TECHNIQUES
    2. PRINCIPAL COMPONENTS ANALYSIS
    3. CLUSTERING TECHNIQUES
    4. EXAMINING AND EVALUATING THE CLUSTER SOLUTION
    5. UNDERSTANDING THE CLUSTERS THROUGH PROFILING
    6. SELECTING THE OPTIMAL CLUSTER SOLUTION
    7. CLUSTER PROFILING AND SCORING WITH SUPERVISED MODELS
    8. AN INTRODUCTION TO DECISION TREE MODELS
    9. SUMMARY
  9. CHAPTER FOUR: The Mining Data Mart
    1. DESIGNING THE MINING DATA MART
    2. THE TIME FRAME COVERED BY THE MINING DATA MART
    3. THE MINING DATA MART FOR RETAIL BANKING
    4. THE MINING DATA MART FOR MOBILE TELEPHONY CONSUMER (RESIDENTIAL) CUSTOMERS
    5. THE MINING DATA MART FOR RETAILERS
    6. SUMMARY
  10. CHAPTER FIVE: Customer Segmentation
    1. AN INTRODUCTION TO CUSTOMER SEGMENTATION
    2. SEGMENTATION TYPES IN CONSUMER MARKETS
    3. SEGMENTATION IN BUSINESS MARKETS
    4. A GUIDE FOR BEHAVIORAL SEGMENTATION
    5. BEHAVIORAL SEGMENTATION METHODOLOGY
    6. SEGMENTATION MANAGEMENT STRATEGY
    7. A GUIDE FOR VALUE-BASED SEGMENTATION
    8. DESIGNING DIFFERENTIATED STRATEGIES FOR THE VALUE SEGMENTS
    9. SUMMARY
  11. CHAPTER SIX: Segmentation Applications in Banking
    1. SEGMENTATION FOR CREDIT CARD HOLDERS
    2. SEGMENTATION IN RETAIL BANKING
  12. CHAPTER SEVEN: Segmentation Applications in Telecommunications
    1. MOBILE TELEPHONY
    2. THE FIXED TELEPHONY CASE
    3. SUMMARY
  13. CHAPTER EIGHT: Segmentation for Retailers
    1. SEGMENTATION IN THE RETAIL INDUSTRY
    2. THE RFM ANALYSIS
    3. GROUPING CUSTOMERS ACCORDING TO THE PRODUCTS THEY BUY
    4. SUMMARY
  14. Further Reading
  15. Index