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CRM Segmentation and Clustering Using SAS Enterprise Miner (Sas Press Series) (Inglés) Tapa blanda – 4 jun 2007

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Understanding the customer is critical to your company's success. In this instructive guide, Randy Collica employs SAS Enterprise Miner and the most commonly available techniques for customer relationship management (CRM). You will learn how to segment customers more intelligently and to achieve, or at least get closer to, the one-to-one customer relationship that today's businesses want. Step-by-step examples and exercises clearly illustrate the concepts of segmentation and clustering in the context of CRM. The book, with a foreword by Michael J. A. Berry, is sectioned into three parts. Part 1 reviews the basics of segmentation and clustering at an introductory level, providing examples from a variety of industries. Part 2 offers an in-depth treatment of segmentation with practical topics such as when and how to update your models and clustering with many attributes. Part 3 presents an introduction to newer, more advanced techniques, such as product affinity clustering, missing data imputation, and text mining segmentation. This straight-forward guide will appeal to anyone who seeks to better understand customers or prospective customers. Additionally, professors and students will find the book well suited for a business data mining analytics course in an MBA program or related course of study. You should understand basic statistics, but no prior knowledge of data mining or SAS Enterprise Miner is required. A foreword by Michael J. A. Berry is featured. Included on your bonus CD-ROM are the following: example SAS code, data sets, macros, and Enterprise Miner templates.

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Opiniones de clientes más útiles en 3,8 de 5 estrellas 2 opiniones
Amazon Customer
3,0 de 5 estrellasThe author needs to rewrite
2 de febrero de 2012 - Publicado en
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J. Xin
5,0 de 5 estrellasA very good start on the subject for a long time. Carry on
8 de febrero de 2008 - Publicado en
A 4 personas les ha parecido esto útil.