Data Mining Cookbook
(???Olivia Parr Rud)
This book introduced a new technology of Data Mining which is Data modeling, and particularly expounded the whole process of model development. There are three parts in this book. Starting from the basics, you'll learn how to plan the menu and choose the right ingredients - or ask the right questions and get data ready to mine - before you get down to the business of creating the meal.
You'll find numerous case studies that detail available data sources for developing targeting models, then learn to process, evaluate, and implement them through an extensive case study of a lifetime value model for a life insurance direct-mail campaign.
This step-by-step guide will help you to:
Mine your company's data or find outside sources for your project
Select and transform the variables when preparing data for modeling
Test and validate response, activation, and profitability models
Perform customer analysis through profiling and segmentation
Build models to predict response, risk, churn, and lifetime value
Use models for Web-based marketing and customer support
The author uses cooking term to explain the data mining technology. It's easier to understand. This book is writing for the readers who have some basic knowledge of statistic and model analysing, and also can be the manual of analists, data miner and marketing manager; it can also be the complemental reading material of computer technology major students all students in related majors.
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