Data Mining Techniques in CRM: Inside Customer Segmentation presents a comprehensive guide to the use of Data Mining Techniques in the CRM framework, combining a technical and a business perspective and bridging the gap between data mining & business professionals. By using non–technical language it focuses on Customer Segmentation and presents guidelines for the development of actionable segmentation schemes. The book guides readers through all phases of the data mining process, from the understanding of the business objective and the setting of the data mining goal to the model development, evaluation and deployment. Methodological and technical guidelines are supplemented by real–world application examples from all major industries, including Telecommunications, Banking and Retailing. Recommendations for the utilization of the data mining results for effective marketing are made. Data mining algorithms are presented in a simple and comprehensive way for the...
