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by Antonios Chorianopoulos, Konstantinos K. Tsiptsis
Data Mining Techniques in CRM
Cover
Title page
Copyright
Dedication
Acknowledgements
CHAPTER ONE: Data Mining in CRM
THE CRM STRATEGY
WHAT CAN DATA MINING DO?
THE DATA MINING METHODOLOGY
DATA MINING AND BUSINESS DOMAIN EXPERTISE
SUMMARY
CHAPTER TWO: An Overview of Data Mining Techniques
SUPERVISED MODELING
UNSUPERVISED MODELING TECHNIQUES
MACHINE LEARNING/ARTIFICIAL INTELLIGENCE VS. STATISTICAL TECHNIQUES
SUMMARY
CHAPTER THREE: 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
CHAPTER FOUR: 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
CHAPTER FIVE: Customer Segmentation
AN INTRODUCTION TO CUSTOMER SEGMENTATION
SEGMENTATION TYPES IN CONSUMER MARKETS
SEGMENTATION IN BUSINESS MARKETS
A GUIDE FOR BEHAVIORAL SEGMENTATION
BEHAVIORAL SEGMENTATION METHODOLOGY
SEGMENTATION MANAGEMENT STRATEGY
A GUIDE FOR VALUE-BASED SEGMENTATION
DESIGNING DIFFERENTIATED STRATEGIES FOR THE VALUE SEGMENTS
SUMMARY
CHAPTER SIX: Segmentation Applications in Banking
SEGMENTATION FOR CREDIT CARD HOLDERS
SEGMENTATION IN RETAIL BANKING
CHAPTER SEVEN: Segmentation Applications in Telecommunications
MOBILE TELEPHONY
THE FIXED TELEPHONY CASE
SUMMARY
CHAPTER EIGHT: Segmentation for Retailers
SEGMENTATION IN THE RETAIL INDUSTRY
THE RFM ANALYSIS
GROUPING CUSTOMERS ACCORDING TO THE PRODUCTS THEY BUY
SUMMARY
Further Reading
Index
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