Data mining cookbook: modeling data for marketing, risk, and customer relationship management
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
New York, NY [u.a.]
Wiley
2001
|
| Schriftenreihe: | Wiley computer publishing
|
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | XXVIII, 367 S. graph. Darst. |
| ISBN: | 0471385646 |
Internformat
MARC
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| 245 | 1 | 0 | |a Data mining cookbook |b modeling data for marketing, risk, and customer relationship management |c Olivia Parr Rud |
| 264 | 1 | |a New York, NY [u.a.] |b Wiley |c 2001 | |
| 300 | |a XXVIII, 367 S. |b graph. Darst. | ||
| 336 | |b txt |2 rdacontent | ||
| 337 | |b n |2 rdamedia | ||
| 338 | |b nc |2 rdacarrier | ||
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| 650 | 7 | |a Data mining |2 gtt | |
| 650 | 7 | |a Dataprocessing |2 gtt | |
| 650 | 7 | |a Klantenservice |2 gtt | |
| 650 | 4 | |a Marketing - Informatique | |
| 650 | 7 | |a Relatiemarketing |2 gtt | |
| 650 | 4 | |a Service à la clientèle - Informatique | |
| 650 | 4 | |a Datenverarbeitung | |
| 650 | 4 | |a Customer services |x Data processing | |
| 650 | 4 | |a Data mining | |
| 650 | 4 | |a Marketing |x Data processing | |
| 650 | 0 | 7 | |a Data Mining |0 (DE-588)4428654-5 |2 gnd |9 rswk-swf |
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| 856 | 4 | 2 | |m HBZ Datenaustausch |q application/pdf |u http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=009460029&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |3 Inhaltsverzeichnis |
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Datensatz im Suchindex
| _version_ | 1804128662628335616 |
|---|---|
| adam_text | Acknowledgments xv
Foreword xvii
Introduction xix
About the Author xxiii
About the Contributors xxv
Part One: Planning the Menu 1
Chapter 1: Setting the Objective 3
Defining the Goal 4
Profile Analysis 7
Segmentation 8
Response 8
Risk 9
Activation 10
Cross Sell and Up Sell 10
Attrition 10
Net Present Value 11
[Lifetime Value 11
Choosing the Modeling Methodology 12
Linear Regression 12
Logistic Regression 15
Neural Networks 16
Genetic Algorithms 17
Classification Trees 19
The Adaptive Company 20
Hiring and Teamwork 21
Product Focus versus Customer Focus 22
Summary 23
Chapter 2: Selecting the Data Sources 25
Types of Data 26
Sources of Data 27
Internal Sources 27
External Sources 36
Selecting Data for Modeling 36
Data for Prospecting 37
Data for Customer Models 40
Data for Risk Models 42
Constructing the Modeling Data Set 44
How Big Should My Sample Be? 44
[ «
Sampling Methods 45
Developing Models from Modeled Data 47
Combining Data from Multiple Offers 47
Summary 48
Part Two: The Cooking Demonstration 49
Chapter 3: Preparing the Data for Modeling 51
Accessing the Data 51
Classifying Data ^
Reading Raw Data 55
Creating the Modeling Data Set 57
Sampling 58
Cleaning the Data 60
Continuous Variables °
Categorical Variables 69
70
Summary
Chapter 4: Selecting and Transforming the Variables 71
Defining the Objective Function 71
Probability of Activation
Risk Index 73
Product Profitability 73
Marketing Expense
Deriving Variables
Summarization
Ratios 75
Dates 75
Variable Reduction
Continuous Variables
Categorical Variables 80
Developing Linear Predictors °
Continuous Variables
Categorical Variables 95
Interactions Detection °
QQ
Summary y
Chapter 5: Processing and Evaluating the Model 101
Processing the Model 102
Splitting the Data 103
Method 1: One Model 108
Method 2: Two Models—Response *19
Method 2: Two Models—Activation 119
Comparing Method 1 and Method 2 121
Summary 124
Chapter 6: Validating the Model 125
Gains Tables and Charts 125
Method 1: One Model 126
Method 2: Two Models 127
Scoring Alternate Data Sets 130
Resampling 134
Jackknifmg 134
Bootstrapping 138
Decile Analysis on Key Variables 146
Summary 150
Chapter 7: Implementing and Maintaining the Model 151
Scoring a New File 151
Scoring In house 152
Outside Scoring and Auditing 155
Implementing the Model 161
Calculating the Financials 161
Determining the File Cut off 166
Champion versus Challenger 166
The Two Model Matrix 167
Model Tracking 170
Back end Validation 176
Model Maintenance 177
Model Life 177
Model Log 178
Summary 179
Part Three: Recipes for Every Occasion 181
Chapter 8: Understanding Your Customer: Profiling and Segmentation 183
What Is the Importance of Understanding Your Customer? 184
Types of Profiling and Segmentation 184
Profiling and Penetration Analysis of a Catalog
Company s Customers 190
RFM Analysis 190
Penetration Analysis 193
Developing a Customer Value Matrix for a Credit
Card Company 198
Customer Value Analysis 198
Performing Cluster Analysis to Discover Customer Segments 203
Summary 204
Chapter 9: Targeting New Prospects: Modeling Response 207
Defining the Objective 207
All Responders Are Not Created Equal 208
Preparing the Variables 210
Continuous Variables 210
Categorical Variables 218
Processing the Model 221
Validation Using Boostrapping 224
Implementing the Model 230
Summary 230
t Chapter 10: Avoiding High Risk Customers: Modeling Risk 231
Credit Scoring and Risk Modeling 232
Defining the Objective 234
Preparing the Variables 235
Processing the Model 244
Validating the Model 248
Bootstrapping 249
Implementing the Model 251
Scaling the Risk Score 252
A Different Kind of Risk: Fraud 253
Summary 255
Chapter 11: Retaining Profitable Customers: Modeling Chum 257
Customer Loyalty 258
Defining the Objective 258
Preparing the Variables 263
Continuous Variables 263
Categorical Variables 265
Processing the Model 268
Validating the Model 270
Bootstrapping 271
Implementing the Model 273
Creating Attrition Profiles 273
Optimizing Customer Profitability 276
Retaining Customers Proactively 278
Summary 278
I Chapter 12: Targeting Profitable Customers: Modeling Lifetime Value 281
What Is Lifetime Value? 282
Uses of Lifetime Value 282
Components of Lifetime Value 284
Applications of Lifetime Value 286
Lifetime Value Case Studies 286
Calculating Lifetime Value for a Renewable Product
or Service 290
Calculating Lifetime Value: A Case Study 290
Case Study: Year One Net Revenues 291
Lifetime Value Calculation 298
Summary 303
! Chapter 13: Fast Food: Modeling on the Web 305
Web Mining and Modeling 306
Defining the Objective 306
Sources of Web Data 307
Preparing Web Data 309
Selecting the Methodology 310
Branding on the Web 316
Gaining Customer Insight in Real Time 317
Web Usage Mining—A Case Study 318
Summary 322
Appendix A: Univariate Analysis for Continuous Variables 323
Appendix B: Univariate Analysis of Categorical Variables 347
Recommended Reading 355
What s on the CD ROM? 357
Index 359
|
| any_adam_object | 1 |
| author | Rud, Olivia Parr |
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| building | Verbundindex |
| bvnumber | BV013831452 |
| callnumber-first | Q - Science |
| callnumber-label | QA76 |
| callnumber-raw | QA76.9.D343 |
| callnumber-search | QA76.9.D343 |
| callnumber-sort | QA 276.9 D343 |
| callnumber-subject | QA - Mathematics |
| classification_rvk | QP 650 |
| ctrlnum | (OCoLC)46440464 (DE-599)BVBBV013831452 |
| dewey-full | 006.3 005.741 |
| dewey-hundreds | 000 - Computer science, information, general works |
| dewey-ones | 006 - Special computer methods 005 - Computer programming, programs, data, security |
| dewey-raw | 006.3 005.741 |
| dewey-search | 006.3 005.741 |
| dewey-sort | 16.3 |
| dewey-tens | 000 - Computer science, information, general works |
| discipline | Informatik Wirtschaftswissenschaften |
| format | Book |
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| id | DE-604.BV013831452 |
| illustrated | Illustrated |
| indexdate | 2024-07-09T18:52:49Z |
| institution | BVB |
| isbn | 0471385646 |
| language | English |
| oai_aleph_id | oai:aleph.bib-bvb.de:BVB01-009460029 |
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| physical | XXVIII, 367 S. graph. Darst. |
| publishDate | 2001 |
| publishDateSearch | 2001 |
| publishDateSort | 2001 |
| publisher | Wiley |
| record_format | marc |
| series2 | Wiley computer publishing |
| spelling | Rud, Olivia Parr Verfasser (DE-588)1065206860 aut Data mining cookbook modeling data for marketing, risk, and customer relationship management Olivia Parr Rud New York, NY [u.a.] Wiley 2001 XXVIII, 367 S. graph. Darst. txt rdacontent n rdamedia nc rdacarrier Wiley computer publishing Data Mining Data mining gtt Dataprocessing gtt Klantenservice gtt Marketing - Informatique Relatiemarketing gtt Service à la clientèle - Informatique Datenverarbeitung Customer services Data processing Data mining Marketing Data processing Data Mining (DE-588)4428654-5 gnd rswk-swf Kundenmanagement (DE-588)4236865-0 gnd rswk-swf Data Mining (DE-588)4428654-5 s Kundenmanagement (DE-588)4236865-0 s DE-604 HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=009460029&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Rud, Olivia Parr Data mining cookbook modeling data for marketing, risk, and customer relationship management Data Mining Data mining gtt Dataprocessing gtt Klantenservice gtt Marketing - Informatique Relatiemarketing gtt Service à la clientèle - Informatique Datenverarbeitung Customer services Data processing Data mining Marketing Data processing Data Mining (DE-588)4428654-5 gnd Kundenmanagement (DE-588)4236865-0 gnd |
| subject_GND | (DE-588)4428654-5 (DE-588)4236865-0 |
| title | Data mining cookbook modeling data for marketing, risk, and customer relationship management |
| title_auth | Data mining cookbook modeling data for marketing, risk, and customer relationship management |
| title_exact_search | Data mining cookbook modeling data for marketing, risk, and customer relationship management |
| title_full | Data mining cookbook modeling data for marketing, risk, and customer relationship management Olivia Parr Rud |
| title_fullStr | Data mining cookbook modeling data for marketing, risk, and customer relationship management Olivia Parr Rud |
| title_full_unstemmed | Data mining cookbook modeling data for marketing, risk, and customer relationship management Olivia Parr Rud |
| title_short | Data mining cookbook |
| title_sort | data mining cookbook modeling data for marketing risk and customer relationship management |
| title_sub | modeling data for marketing, risk, and customer relationship management |
| topic | Data Mining Data mining gtt Dataprocessing gtt Klantenservice gtt Marketing - Informatique Relatiemarketing gtt Service à la clientèle - Informatique Datenverarbeitung Customer services Data processing Data mining Marketing Data processing Data Mining (DE-588)4428654-5 gnd Kundenmanagement (DE-588)4236865-0 gnd |
| topic_facet | Data Mining Data mining Dataprocessing Klantenservice Marketing - Informatique Relatiemarketing Service à la clientèle - Informatique Datenverarbeitung Customer services Data processing Marketing Data processing Kundenmanagement |
| url | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=009460029&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
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