Data Mining Techniques in CRM: Inside Customer Segmentation

"The book is written in a language that is easily accessible to business users who are not fluent in statistical methods and who have no prior exposure to the data mining or customer segmentation domain . . . This book is poised to become a standard reference, and I unconditionally recommend it to anyone working in this field." (Computing Reviews, 23 June 2011)

"This is an excellent book for any data miner or anybody involved in CRM. The text is clear and pictures are well done and funny which is rare enough to be mentioned. From basic to advanced topics, the book is a very pleasant journey inside data mining with a clear focus on customer segmentation. Really advised if you're not a fan of formulas." (Data Mining Research, 18 March 2011)

"Many marketers hear that data mining is a valuable tool, but may not know where to start or how to apply it to their business. This book bridges the gap between the technology and its use in high-value marketing applications. Not only are the techniques of data mining explained (in ways accessible to mere mortals, not just PhD statisticians), Chorianopoulos and Tsiptsis guide marketers in banking, retail, and telecommunications through the steps of assembling the right data, analyzing it to identify actionable segments, and using this insight to drive successful marketing activities. The book is packed with guidance and tips that will ‘jump start’ marketing applications – a great benefit to any company looking to move its marketing to the next level."
—Colin Shearer, Senior Vice President Strategic Analytics, SPSS, an IBM Company