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Commercial Data Mining by David Nettleton

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Appendix

Case Studies

Abstract

This appendix details three real-world examples of commercial data analysis projects using the techniques and methods described in the book, especially Chapter 2 through 10, and how they apply in actual situations. All names and identifying information have been changed and the data modified to maintain the anonymity of clients and companies. The first case study deals with an insurance company’s client loyalty, that is, how to identify the clients most at risk of leaving. The second case study is about cross-selling a pension plan for retail bank clients, and the third considers audience prediction for a television channel.

Key words

case studies

client loyalty

insurance company

cross-selling

pension plan

retail bank ...

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