Data Mining Cookbook
Olivia Parr Rud
Wiley
Now available, this insightful book shows you how to create and implement models of the most commonly asked data mining questions for marketing, sales, risk analysis, and customer relationship management and support.In addition to real world experience and understanding, you'll get time-tested proven modeling techniques that address specific questions to help you find ingenious new ways to increase profit and cut costs.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.