Tsiptsis K., Chorianopoulos A. Data Mining Techniques in CRM: Inside Customer Segmentation

Wiley – 2010, 373 pagesISBN: 0470743972, 9780470743973A complete and comprehensive handbook for the application of data mining techniques in marketing and customer relationship management. It combines a technical and a business perspective, bridging the gap between data mining and its use in marketing.
It guides readers through all the phases of the data mining process, presenting a solid data mining methodology, data mining best practices and recommendations for the use of the data mining results for effective marketing. It answers the crucial question of 'what data to use' by proposing mining data marts and full lists of KPIs for all major industries.Data mining algorithms are presented in a simple and comprehensive way for the business users along with real-world application examples from all major industries.
The book is mainly addressed to marketers, business analysts and data mining practitioners who are looking for a how-to guide on data mining. It presents the authors' knowledge and experience from the "data mining trenches", revealing the secrets for data mining success.Data Mining in CRM.
The CRM Strategy.
What Can Data Mining Do?
The Data Mining Methodology.
Data Mining and Business Domain Expertise.An Overview of Data Mining Techniques.
Supervised Modeling.
Unsupervised Modeling Techniques.
Machine Learning/Artificial Intelligence vs. Statistical Techniques.Data Mining Techniques for Segmentation.
Segmenting Customers with Data Mining Techniques.
Principal Components Analysis.
Clustering 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.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.Customer Segmentation.
An Introduction to Customer Segmentation.
Segmentation Types in Consumer Markets.
Segmentation in Business Markets.
A Guide for Behavioral Segmentation.
Segmentation Management Strategy.
A Guide for Value-Based Segmentation.
Designing Differentiated Strategies for the Value Segments.Segmentation Applications in Banking.
Segmentation for Credit Card Holders.
Segmentation in Retail Banking.
The Marketing Process.
Segmentation in Retail Banking; A Summary.
Segmentation Applications in Telecommunications.
Mobile Telephony.
The Fixed Telephony Case.Segmentation for Retailers.
Segmentation in the Retail Industry.
The RFM Analysis.
Grouping Customers According to the Products They Buy.Further Reading.