The visual display of quantitative information
The visual display of quantitative information
Predictive data mining: a practical guide
Predictive data mining: a practical guide
Pattern Recognition and Neural Networks
Pattern Recognition and Neural Networks
Mastering Data Mining: The Art and Science of Customer Relationship Management
Mastering Data Mining: The Art and Science of Customer Relationship Management
Building Data Mining Applications for CRM
Building Data Mining Applications for CRM
Data Mining Techniques: For Marketing, Sales, and Customer Support
Data Mining Techniques: For Marketing, Sales, and Customer Support
Expert Systems for a Scanner Data Environment: The Marketing Workbench Experience
Expert Systems for a Scanner Data Environment: The Marketing Workbench Experience
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Data mining applications in marketing should complement marketers' sources of knowledge and provide results that are relevant to the kinds of business problems that marketers want to solve. Marketers have a well-developed knowledge domain that is expressed in the practice of marketing management. They have evolved their own methods for using data that are consonant with important marketing issues. Many of these are not well suited for use on large and complex data sets, so there is great potential for data mining to make useful contributions to the marketing discipline. These consist of providing analyses that are not feasible using traditional methods and of providing direction for traditional, expensive marketing research activities so that the overall research process is more efficient. The important problems for marketers involve maximizing marketing effectiveness. They include increasing sales and profitability, market segmentation, and customer retention management. Marketers will also benefit by having more knowledge extracted from the legacy data sets produced by panel and tracking studies. Data mining procedures can in general be a very useful addition to the set of methods used to manage and analyze marketing information.