Data Mining Techniques in CRM : Inside Customer Segmentation
by Konstantinos Tsiptsis (Eurobank, Greece ); Antonios Chorianopoulos (Greek Ministry of Economy and Finance, Greece )Format: eBook
Pub. Date: 2010-01-01
Publisher(s): 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.
Table of Contents
| Acknowledgements | |
| 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 | |
| The Marketing Process | |
| Segmentation in Retail Banking; A Summary | |
| 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 | |
| Further reading | |
| Index | |
| Table of Contents provided by Publisher. All Rights Reserved. |
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