Thursday, 22 October 2015

New Book: Effective CRM Using Predictive Analytics (January 2016)

Following a handbook approach, this book bridges the gap between analytics and their use in everyday marketing, providing guidance on solving real business problems using data mining techniques.



Check it out at amazon.com


The book is organized into three parts. Part one provides a methodological roadmap, covering both the business and the technical aspects. The data mining process is presented in detail along with specific guidelines for the development of optimized acquisition, cross/ deep/ up selling and retention campaigns, as well as effective customer segmentation schemes. 
In part two, some of the most useful data mining algorithms are explained in a simple and comprehensive way for business users with no technical expertise.
Part three is packed with real world case studies which employ the use of three leading data mining tools: IBM SPSS Modeler, RapidMiner and Data Mining for Excel.  Case studies from industries including banking, retail and telecommunications are presented in detail so as to serve as templates for developing similar applications.

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