Contents
CHAPTER ONE Data Mining in CRM
DATA MINING AND BUSINESS DOMAIN EXPERTISE
CHAPTER TWO An Overview of Data Mining Techniques
UNSUPERVISED MODELING TECHNIQUES
MACHINE LEARNING/ARTIFICIAL INTELLIGENCE VS. STATISTICAL TECHNIQUES
CHAPTER THREE Data Mining Techniques for Segmentation
SEGMENTING CUSTOMERS WITH DATA MINING TECHNIQUES
EXAMINING AND EVALUATING THE CLUSTER SOLUTION
UNDERSTANDING THE CLUSTERS THROUGH PROFILING
SELECTING THE OPTIMAL CLUSTER SOLUTION
CLUSTER PROFILING AND SCORING WITH SUPERVISED MODELS
AN INTRODUCTION TO DECISION TREE MODELS
CHAPTER FOUR The Mining Data Mart
DESIGNING THE MINING DATA MART
THE TIME FRAME COVERED BY THE MINING DATA MART
THE MINING DATA MART FOR RETAIL BANKING
THE MINING DATA MART FOR MOBILE TELEPHONY CONSUMER (RESIDENTIAL) CUSTOMERS
THE MINING DATA MART FOR RETAILERS
CHAPTER FIVE Customer Segmentation
AN INTRODUCTION TO CUSTOMER SEGMENTATION
SEGMENTATION TYPES IN CONSUMER MARKETS
SEGMENTATION IN BUSINESS MARKETS
A GUIDE FOR BEHAVIORAL SEGMENTATION
BEHAVIORAL SEGMENTATION METHODOLOGY
SEGMENTATION MANAGEMENT STRATEGY
A GUIDE FOR VALUE-BASED SEGMENTATION
DESIGNING DIFFERENTIATED STRATEGIES FOR THE VALUE SEGMENTS
CHAPTER SIX Segmentation Applications in Banking
SEGMENTATION FOR CREDIT CARD HOLDERS
