data mining techniques for marketing sales pdf

... quantities of real data to use for training sets Consequently, they spent much time and effort trying to coax the last few drops of information from their impoverished datasets—a problem that data miners ... Trees as a Data Exploration Tool During the data exploration phase of a data mining project, decision trees are a useful tool for picking the variables that are likely to be important for predict­ ... same Gini score, the score for the split is the same as for either of the two nodes Trang 4Entropy Reduction or Information Gain Information gain uses a clever idea for defining purity If a leaf

Ngày tải lên: 14/08/2014, 11:21

... potential sales are greater than or equal to the observed sales—another example of censored data Truncated data poses another problem in terms of biasing samples Trun­ cated data is not included in databases, ... together can be used to purchase household-level informa­ tion about prospects from providers of marketing data This sort of data is use­ ful for targeting broad, general segments such as “young ... use data mining to relate acquisition-time variables to future outcomes such as cus­ tomer longevity, customer value, and default risk This information can then be used to guide marketing efforts

Ngày tải lên: 14/08/2014, 11:21

... Automatic cluster detection is an undirected data mining technique that can be used to learn about the structure of complex databases By breaking com­ plex datasets into simpler clusters, automatic ... cus­ tomer databases often contain data on millions of customers and former customers Much of the statistical background of survival analysis is focused on extracting every last bit of information ... focused on extracting every last bit of information out of a few hundred data points In data mining applications, the volumes of data are so large that statistical con­ cerns about confidence and accuracy

Ngày tải lên: 14/08/2014, 11:21

... The Data Mining Group The data mining group is specifically responsible for building models and using data to learn about customers—as opposed to leading marketing efforts, Trang 7Outsourcing Data ... Data Mining Companies have varying reasons for considering outsourcing data mining For some, data mining is only an occasional need and so not worth investing in an internal group For others, data ... we prefer to see data mining centered in the business units What to Look for in Data Mining Staff The best data mining groups are often eclectic mixes of people Because data mining has not existed

Ngày tải lên: 21/06/2014, 21:20

... using data mining on its own to understand customer behavior In some jurisdictions, it may be illegal to use information collected for operational purposes for another purpose such as marketing ... corporate databases One solution is to augment databases with purchased information Of course, such appended data elements are never available for every customer, and, although such appended data ... this information When there are tens of thousands of customers, it is also possible to use data mining directly to find patterns that distinguish good customers from bad, and for determining

Ngày tải lên: 21/06/2014, 21:20

... Views and Data Warehouse 5.Commercial Data Warehouse Tools 6.FromData Warehousing to Data Mining 6.1 Data Mining Techniques 6.2 Research Issues in Data Mining 6.3 Applications of Data Mining 6.4 ... analyze the data, summarize it and predict future trends Data warehousing and data mining provide techniques for collecting information from distributed databases and then performing data analysis ... Data Warehousing and Data Mining Techniques for Cyber Security Advances in Information Security Sushil Jajodia Consulting Editor Center for Secure Information Systems George

Ngày tải lên: 23/10/2019, 15:33

... Views and Data Warehouse 5.Commercial Data Warehouse Tools 6.FromData Warehousing to Data Mining 6.1 Data Mining Techniques 6.2 Research Issues in Data Mining 6.3 Applications of Data Mining 6.4 ... analyze the data, summarize it and predict future trends Data warehousing and data mining provide techniques for collecting information from distributed databases and then performing data analysis ... Data Warehousing and Data Mining Techniques for Cyber Security Advances in Information Security Sushil Jajodia Consulting Editor Center for Secure Information Systems George

Ngày tải lên: 05/11/2019, 14:18

... Lecturer in Marketing at the University of Glasgow, Glasgow, UK Mark M.H Goode Lecturer in Marketing and Market Research, at Cardiff University, Cardiff, UK Luiz Moutinho Foundation Chair of Marketing ... expectations LI The CSI’s are useful for large companies and industries m But: not useful for one product line within a company or grouping of specific stores = no information which the management ... Development of universally valid instrument for the measurement of customer satisfaction [] performance only approach is more satisfactory method for measuring customer satisfaction LI Customer

Ngày tải lên: 22/12/2013, 02:17

... Process of Data WarehousingThis chapter presents a basic methodology for developing a data warehouse.The ideas presented generally apply equally to a data warehouse or a data mart.Therefore, when ... detail is given for these techniques A separate chapter (see Chapter 8, “Data Warehouse Modeling Techniques” on page 81) is provided forthose requiring detailed knowledge of the techniques outlined ... cost? 8 Which sales outlets had no sales recorded last month for each of the models in each of the three top five lists? 9 Which sales persons had no sales recorded last month for each of themodels

Ngày tải lên: 14/08/2014, 06:22

... that, on a technical level, the data mining effort is working and the data is reasonably accurate. This can be quite comforting. If the data and the data mining techniques applied to it are powerful ... resolve these issues. Data mining can help make more informed decisions. It can suggest tests to make. Ultimately, though, the business needs What Is Data Mining? Data mining, as we use the ... of techniques to apply in a particular situation depends on the nature of the data mining task, the nature of the available data, and the skills and preferences of the data miner. Data mining...

Ngày tải lên: 07/04/2014, 11:16

... before. The newly discovered relationships suggest new hypotheses to test and the data mining process begins all over again. Lessons Learned Data mining comes in two forms. Directed data mining ... California based on data that excludes calls to Los Angeles. Step Six: Transform Data to Bring Information to the Surface Once the data has been assembled and major data problems fixed, the data ... c04.qxd 3/8/04 11:10 AM Page 97 Data Mining Applications 97 mining techniques used to generate the scores. It is worth noting, however, that many of the data mining techniques in this book can...

Ngày tải lên: 21/06/2014, 04:20

... which messages are most appropriate for each one. Even a customer with low scores for every offer has higher scores for some then others. In Mastering Data Mining (Wiley, 1999), we describe how ... 11:10 AM Page 109 Data Mining Applications 109 Start Tracking Customers before They Become Customers It is a good idea to start recording information about prospects even before they become ... together can be used to purchase household-level informa- tion about prospects from providers of marketing data. This sort of data is use- ful for targeting broad, general segments such as “young...

Ngày tải lên: 21/06/2014, 04:20