9780470743973

Data Mining Techniques in CRM : Inside Customer Segmentation

by ;
  • ISBN13:

    9780470743973

  • ISBN10:

    0470743972

  • Format: Hardcover
  • Copyright: 2010-03-01
  • Publisher: Wiley
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Summary

This is an applied handbook for the application of data mining techniques in the CRM framework. It combines a technical and a business perspective to cover the needs of business users who are looking for a practical guide on data mining. It focuses on Customer Segmentation and presents guidelines for the development of actionable segmentation schemes.By using non-technical language it guides readers through all the phases of the data mining process Methodological and technical issues are covered in detail but also in a simple way for users with no relevant experience. It proposes mining data marts and 'actual' input fields / KPIs for all major industries. Real-world segmentation examples from Banking, Telecommunications and Retailing are presented in detail and step by step preparing users for designing and implementing similar projects on their own. It provides deployment recommendations for the effective use of the data mining results in marketing.

Author Biography

Konstantinos Tsiptsis, CRM and Customer Intelligence Manager, Eurobank, EFM, Greece

Antonios Chorianopoulos, Greek Ministry of Economy and Finance, Data Analysis Unit, MIS Service, Greece.

Table of Contents

Data Mining In Crm
The CRM Strategy
What Can Data Mining Do?
The Data Mining Methodology
Data Mining and Business Domain Expertise
Summary
An Overview Of Data Mining Techniques
Supervised Modeling
Unsupervised Modeling Techniques
Machine Learning/Artificial Intelligence vs. Statistical Techniques
Summary
Data Mining Techniques For Segmentation
Segmenting Customers with Data Mining Techniques
Principal Components Analysis
Clustering Techniques
Examining and Evaluating the Cluster Solution
Understanding the Clusters through Profiling
Selecting the Optimal Cluster Solution
Cluster Profiling and Scoring with Supervised Models
An Introduction to Decision Tree Models
Summary
The Mining Data Mart
Designing the Mining Data Mart
The Time Frame Covered by the Mining Data Mart
The Mining Data Mart for Retail Banking
The Mining Data Mart for Mobile Telephony Consumer (Residential) Customers
The Mining Data Mart for Retailers
Summary
Customer Segmentation
An Introduction to Customer Segmentation
Segmentation Types in Consumer Markets
Segmentation in Business Markets
A Guide for Behavioral Segmentation
Segmentation Management Strategy
A Guide for Value-Based Segmentation
Designing Differentiated Strategies for the Value Segments
Summary
Segmentation Applications In Banking
Segmentation for Credit Card Holders
Segmentation in Retail Banking
Segmentation Applications In Telecommunications
Mobile Telephony
The Fixed Telephony Case
Summary
Segmentation For Retailers
Segmentation in the Retail Industry
The RFM Analysis
Grouping Customers According to the Products They Buy
Summary
Index
Table of Contents provided by Publisher. All Rights Reserved.

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