Data Analysis Using SQL and Excel

GORDON S. LINOFF is a cofounder of Data Miners, Inc., a consultancy specializing in data mining. He is the coauthor of the bestselling Data Mining Techniques , Second Edition, and Mastering Data Mining (both from Wiley). He has more than a decade of experience applying data mining techniques to business problems in marketing and customer relationship management.

Foreword. Acknowledgments. Introduction. Chapter 1 A Data Miner Looks at SQL. Chapter 2 What's In a Table? Getting Started with Data Exploration. Chapter 3 How Different Is Different? Chapter 4 Where Is It All Happening? Location, Location, Location. Chapter 5 It's a Matter of Time. Chapter 6 How Long Will Customers Last? Survival Analysis to Understand Customers and Their Value. Chapter 7 Factors Affecting Survival: The What and Why of Customer Tenure. Chapter 8 Customer Purchases and Other Repeated Events. Chapter 9 What's in a Shopping Cart? Market Basket Analysis and Association Rules. Chapter 10 Data Mining Models in SQL. Chapter 11 The Best-Fit Line: Linear Regression Models. Chapter 12 Building Customer Signatures for Further Analysis. Appendix Equivalent Constructs Among Databases. Index.