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Table Of Contents

Data Mining in CRM
THE CRM STRATEGY
WHAT CAN DATA MINING DO?
SUPERVISED/PREDICTIVE MODELS
UNSUPERVISED MODELS
DATA MINING IN THE CRM FRAMEWORK
Direct Marketing Campaigns
Market Basket and Sequence Analysis
THE NEXT BEST ACTIVITY STRATEGY AND ‘‘INDIVIDUALIZED’’ CUSTOMER MANAGEMENT
THE DATA MINING METHODOLOGY
DATA MINING AND BUSINESS DOMAIN EXPERTISE
SUMMARY
An Overview of Data Mining Techniques
SUPERVISED MODELING
PREDICTING EVENTS WITH CLASSIFICATION MODELING
Evaluation of Classification Models
Scoring with Classification Models
MARKETING APPLICATIONS SUPPORTED BY CLASSIFICATION MODELING
SETTING UP A VOLUNTARY CHURN MODEL
FINDING USEFUL PREDICTORS WITH SUPERVISED FIELD SCREENING MODELS
PREDICTING CONTINUOUS OUTCOMES WITH ESTIMATION MODELING
UNSUPERVISED MODELING TECHNIQUES
SEGMENTING CUSTOMERS WITH CLUSTERING TECHNIQUES
REDUCING THE DIMENSIONALITY OF DATA WITH DATA REDUCTION TECHNIQUES
DISCOVERING EVENT SEQUENCES WITH SEQUENCE MODELING TECHNIQUES
MACHINE LEARNING/ARTIFICIAL INTELLIGENCE VS. STATISTICAL TECHNIQUES
Data Mining Techniques for Segmentation
SEGMENTING CUSTOMERS WITH DATA MINING TECHNIQUES
PRINCIPAL COMPONENTS ANALYSIS
PCA DATA CONSIDERATIONS
HOW MANY COMPONENTS ARE TO BE EXTRACTED?
WHAT IS THE MEANING OF EACH COMPONENT?
DOES THE SOLUTION ACCOUNT FOR ALL THE ORIGINAL FIELDS?
PROCEEDING TO THE NEXT STEPS WITH THE COMPONENT SCORES
RECOMMENDED PCA OPTIONS
CLUSTERING TECHNIQUES
DATA CONSIDERATIONS FOR CLUSTERING MODELS
CLUSTERING WITH K-MEANS
Recommended K-means Options
CLUSTERING WITH THE TWOSTEP ALGORITHM
Recommended TwoStep Options
CLUSTERING WITH KOHONEN NETWORK/SELF-ORGANIZING MAP
Recommended Kohonen Network/SOM Options
EXAMINING AND EVALUATING THE CLUSTER SOLUTION
THE NUMBER OF CLUSTERS AND THE SIZE OF EACH CLUSTER
COHESION OF THE CLUSTERS
SEPARATION OF THE CLUSTERS
UNDERSTANDING THE CLUSTERS THROUGH PROFILING
PROFILING THE CLUSTERS WITH IBM SPSS MODELER’S CLUSTER VIEWER
ADDITIONAL PROFILING SUGGESTIONS
SELECTING THE OPTIMAL CLUSTER SOLUTION
CLUSTER PROFILING AND SCORING WITH SUPERVISED MODELS
AN INTRODUCTION TO DECISION TREE MODELS
THE ADVANTAGES OF USING DECISION TREES FOR CLASSIFICATION MODELING
ONE GOAL, DIFFERENT DECISION TREE ALGORITHMS: C&RT, C5.0, AND CHAID
Recommended CHAID Options
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
CURRENT INFORMATION
Customer Information
Product Status
MONTHLY INFORMATION
Segment and Group Membership
Product Ownership and Utilization
Bank Transactions
LOOKUP INFORMATION
Product Codes
Transaction Channels
Transaction Types
Creating the MCIF through Data Processing
Derived Measures Used to Provide an ‘‘Enriched’’ Customer View
THE MCIF FOR RETAIL BANKING
MOBILE TELEPHONY DATA AND CDRs
Transforming CDR Data into Marketing Information
Rate Plan History
Outgoing Usage
Incoming Usage
Outgoing Network
Incoming Network
Rate Plans
Service Types
Networks
THE MCIF FOR MOBILE TELEPHONY
THE MINING DATA MART FOR RETAILERS
TRANSACTION RECORDS
Transactions
Purchases by Product Groups
The Product Hierarchy
THE MCIF FOR RETAILERS
Customer Segmentation
AN INTRODUCTION TO CUSTOMER SEGMENTATION
SEGMENTATION IN MARKETING
SEGMENTATION TASKS AND CRITERIA
SEGMENTATION TYPES IN CONSUMER MARKETS
NEEDS/ATTITUDINAL-BASED SEGMENTATION
SEGMENTATION IN BUSINESS MARKETS
A GUIDE FOR BEHAVIORAL SEGMENTATION
BEHAVIORAL SEGMENTATION METHODOLOGY
Business Understanding and Design of the Segmentation Process
Data Understanding, Preparation, and Enrichment
Identification of the Segments with Cluster Modeling
Evaluation and Profiling of the Revealed Segments
TIPS AND TRICKS
SEGMENTATION MANAGEMENT STRATEGY
A GUIDE FOR VALUE-BASED SEGMENTATION
VALUE-BASED SEGMENTATION METHODOLOGY
Data Understanding and Preparation – Calculation of the Value Measure
Grouping Customers According to Their Value
Profiling and Evaluation of the Value Segments
Deployment of the Segmentation Solution
DESIGNING DIFFERENTIATED STRATEGIES FOR THE VALUE SEGMENTS
Segmentation Applications in Banking
SEGMENTATION FOR CREDIT CARD HOLDERS
DESIGNING THE BEHAVIORAL SEGMENTATION PROJECT
BUILDING THE MINING DATASET
SELECTING THE SEGMENTATION POPULATION
THE SEGMENTATION FIELDS
THE ANALYTICAL PROCESS
Revealing the Segmentation Dimensions
Identification and Profiling of Segments
USING THE SEGMENTATION RESULTS
USING BUSINESS RULES TO DEFINE THE CORE SEGMENTS
SEGMENTATION USING BEHAVIORAL ATTRIBUTES
Selecting the Segmentation Fields
Identifying the Segmentation Dimensions with PCA/Factor Analysis
Segmenting the ‘‘Pure Mass’’ Customers with Cluster Analysis
Profiling of Segments
THE MARKETING PROCESS
Setting the Business Objectives
SEGMENTATION IN RETAIL BANKING: A SUMMARY
Segmentation Applications in Telecommunications
MOBILE TELEPHONY
MOBILE TELEPHONY CORE SEGMENTS – SELECTING THE SEGMENTATION POPULATION
BEHAVIORAL AND VALUE-BASED SEGMENTATION – SETTING UP THE PROJECT
SEGMENTATION FIELDS
VALUE-BASED SEGMENTS: EXPLORATION AND MARKETING USAGE
PREPARING DATA FOR CLUSTERING – COMBINING FIELDS INTO DATA COMPONENTS
IDENTIFYING, INTERPRETING, AND USING SEGMENTS
SEGMENTATION DEPLOYMENT
THE FIXED TELEPHONY CASE
Segmentation for Retailers
SEGMENTATION IN THE RETAIL INDUSTRY
THE RFM ANALYSIS
THE RFM SEGMENTATION PROCEDURE
RFM: BENEFITS, USAGE, AND LIMITATIONS
GROUPING CUSTOMERS ACCORDING TO THE PRODUCTS THEY BUY
FURTHER READING
Index
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Ebooksclub.org Data Mining Techniques in CRM Inside Customer Segmentation

Ebooksclub.org Data Mining Techniques in CRM Inside Customer Segmentation

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Published by: Hùng Cường on Jun 22, 2011
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12/07/2012

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