Effective CRM using Predictive Analytics
This book aims to present the main data mining concepts and a step by step methodological framework for data mining applications in Customer Relationship Management. It is organized in three sections: Methodology, Algorithms and Case Studies. The book follows a handbook approach and all the topics are described with the use of three very popular data mining tools: IBM SPSS Modeler, the open source RapidMiner and Data Mining for Excel. A large part of the Methodology section is dedicated to presenting a specific roadmap for developing cross / deep / up selling and churn models to optimize marketing campaigns. Data mining algorithms are explained in a simple and comprehensive way for business users with no technical expertise. A specific explanation is provided for the algorithms used in the case studies for all the presented data mining tools.