Building Data Mining Applications for CRM 1ED

by Berson

A unique comprehensive guide to the business and technology of developing effective Enterprise Customer Relationship management solutions using contemporary data mining techniques. With focus on implementation and data mining technology, this book gives readers the ability to recognize and track patterns within their data, giving them a key competitive advantage over competition. About The Author: Alex Berson is a Director of Technology for a global management consulting firm. Stephen Smith is the President and CEO of Optas, Inc. Kurt Thearling is the Director of Analytics at CRM software vendor Exchange Applications. Table of Contents Part I: Data Mining in the Enterprise. The Customer Focused Business. Marketing Automation. Sales Force Automation. Enterprise Resource Planning. Stitching It All Together. Part II: Case Studies in Data Mining. Introduction to Industries and Applications. Customer Acquisition in High-Tech. Customer Profitability in Banking. Cross Selling in Financial Services. Customer Retention in Cellular Communication. Power Utility Industry. Insurance Industry. Retail Industry. Summary. Part III: The Technologies and the Tools. Data Warehousing, Data Mining, OLAP, The Web. Part IV: The Data. Available Data Sources. Web Data. Transaction Data. Privacy, Security. Part V: The Solution. Building the Business Case. Starting Small.

540 pages, Paperback

Published August 16, 2000