TY  - BOOK
AU  - Linoff,Gordon S.
AU  - Berry,Micahel J.A.
TI  - Data mining techniques: for marketing, sales, and customer relationship management 
SN  - 9780470650936 (pbk : alk. paper)
AV  - HF5415.125 .L758 2011
PY  - 2011///
CY  - Indianapolis, IN
PB  - Wiley Pub.
KW  - Data mining
KW  - Marketing
KW  - Data processing
KW  - Business
N1  - Berry's name appears first on the 2nd ed; Includes index; Why and what is data mining? -- The virtuous cycle of data mining -- Data mining methodology and best practices -- Data mining applications in marketing and customer relationship management -- The lure of statistics: data mining using familiar tools -- Decision trees -- Artificial neural networks -- Nearest neighbor approaches : memory-based reasoning and collaborative filtering -- Market basket analysis and association rules -- Link analysis -- Automatic Cluster detection -- Knowing when to worry: hazard functions and survival analysis in marketing -- Genetic algorithms -- Data mining throughout the customer life cycle -- Data warehousing, OLAP, and data mining -- Building the data mining environment -- Preparing data for mining -- Putting data mining to work
ER  -