Data Mining Cookbook

OLIVIA PARR RUD (Olivia@datasquare.com) is Executive Vice President of Data Square, LLC, a leading database marketing consulting firm. She has over 22 years' experience in data mining, predictive modeling, and segmentation for a variety of industries, including credit card, insurance, high tech, telecommunications, and catalog industries. She provides analysis and solutions for her clients in the areas of acquisition, retention, risk, and overall profitability for direct mail, telemarketing, broadcast marketing, and the Internet.

Acknowledgments. Foreword. Introduction. About the Author. About the Contributors. PLANNING THE MENU. Setting the Objective. Selecting the Data Sources. THE COOKING DEMONSTRATION. Preparing the Data for Modeling. Selecting and Transforming the Variables. Processing and Evaluating the Model. Validating the Model. Implementing and Maintaining the Model. RECIPES FOR EVERY OCCASION. Understanding Your Customer: Profiling and Segmentation. Targeting New Prospects: Modeling Response. Avoiding High-Risk Customers: Modeling Risk. Retaining Profitable Customers: Modeling Churn. Targeting Profitable Customers: Modeling Lifetime Value. Fast Food: Modeling on the Web. Appendix A: Univariate Analysis for Continuous Variables. Appendix B: Univariate Analysis for Categorical Variables. Recommended Reading. What's on the CD-ROM? Index.