Data Mining Techniques (eBook)

GORDON S. LINOFF and MICHAEL J. A. BERRY are the founders of Data Miners, Inc., a consultancy specializing in data mining. They have jointly authored two of the leading data mining titles in the field, Data Mining Techniques and Mastering Data Mining (both from Wiley). They each have decades of experience applying data mining techniques to business problems in marketing and customer relationship management.

Introduction xxxvii

Chapter 1 What Is Data Mining and Why Do It? 1

Chapter 2 Data Mining Applications in Marketing and Customer Relationship Management 27

Chapter 3 The Data Mining Process 67

Chapter 4 Statistics 101: What You Should Know About Data 101

Chapter 5 Descriptions and Prediction: Profi ling and Predictive Modeling 151

Chapter 6 Data Mining Using Classic Statistical Techniques 195

Chapter 7 Decision Trees 237

Chapter 8 Artifi cial Neural Networks 281

Chapter 9 Nearest Neighbor Approaches: Memory-Based Reasoning and Collaborative Filtering 321

Chapter 10 Knowing When to Worry: Using Survival Analysis to Understand Customers 357

Chapter 11 Genetic Algorithms and Swarm Intelligence 397

Chapter 12 Tell Me Something New: Pattern Discovery and Data Mining 429

Chapter 13 Finding Islands of Similarity: Automatic Cluster Detection 459

Chapter 14 Alternative Approaches to Cluster Detection 499

Chapter 15 Market Basket Analysis and Association Rules 535

Chapter 16 Link Analysis 581

Chapter 17 Data Warehousing, OLAP, Analytic Sandboxes, and Data Mining 613

Chapter 18 Building Customer Signatures 655

Chapter 19 Derived Variables: Making the Data Mean More 693

Chapter 20 Too Much of a Good Thing? Techniques for Reducing the Number of Variables 735

Chapter 21 Listen Carefully to What Your Customers Say: Text Mining 775

Index 821