Book description
One of the leading experts on business data mining shows managers how to leverage SQL and Excel to perform sophisticated types of business analysis without the expense of data mining tools and consultants
Explains how to use the relatively simple tools of SQL and Excel to extract useful business information from relational databases
Each chapter discusses why and when to perform a particular type of business analysis to obtain a useful business result, how to design and perform the analysis using SQL and Excel, and what the results look like in SQL and Excel
Presents hints, warnings, and technical asides about Excel, SQL, and data analysis/mining
Table of contents
- Copyright
- Dedication
- About the Author
- Foreword
- Acknowledgments
- Introduction
-
1. A Data Miner Looks at SQL
- Picturing the Structure of the Data
-
Picturing Data Analysis Using Dataflows
- What Is a Dataflow?
-
Dataflow Nodes (Operators)
- READ: Reading a Database Table
- OUTPUT: Outputting a Table (or Chart)
- SELECT: Selecting Various Columns in the Table
- FILTER: Filtering Rows Based on a Condition
- APPEND: Appending New Calculated Columns
- UNION: Combining Multiple Datasets into One
- AGGREGATE: Aggregating Values
- LOOKUP: Looking Up Values in One Table in Another
- CROSSJOIN: General Join of Two Tables
- JOIN: Join Two Tables Together Using a Key Column
- SORT: Ordering the Results of a Dataset
- Dataflows, SQL, and Relational Algebra
- SQL Queries
- Subqueries Are Our Friend
- Lessons Learned
-
2. What's In a Table? Getting Started with Data Exploration
- What Is Data Exploration?
- Excel for Charting
- What Values Are in the Columns?
- More Values to Explore â Min, Max, and Mode
- Exploring String Values
- Exploring Values in Two Columns
- From Summarizing One Column to Summarizing All Columns
- Lessons Learned
- 3. How Different Is Different?
-
4. Where Is It All Happening? Location, Location, Location
- Latitude and Longitude
- Census Demographics
- Geographic Hierarchies
- Mapping in Excel
- Lessons Learned
-
5. It's a Matter of Time
- Dates and Times in Databases
- Starting to Investigate Dates
- How Long between Two Dates?
- YearâoverâYear Comparisons
- Counting Active Customers by Day
- Simple Chart Animation in Excel
- Lessons Learned
-
6. How Long Will Customers Last? Survival Analysis to Understand Customers and Their Value
- Background on Survival Analysis
- The Hazard Calculation
- Survival and Retention
- Comparing Different Groups of Customers
- Comparing Survival over Time
- Important Measures Derived from Survival
- Using Survival for Customer Value Calculations
- Lessons Learned
- 7. Factors Affecting Survival: The What and Why of Customer Tenure
-
8. Customer Purchases and Other Repeated Events
- Identifying Customers
- RFM Analysis
- Which Households Are Increasing Purchase Amounts Over Time?
- Time to Next Event
- Lessons Learned
-
9. What's in a Shopping Cart? Market Basket Analysis and Association Rules
- Exploratory Market Basket Analysis
- Combinations (Item Sets)
- The Simplest Association Rules
- OneâWay Association Rules
- TwoâWay Associations
- Extending Association Rules
- Lessons Learned
-
10. Data Mining Models in SQL
- Introduction to Directed Data Mining
- LookâAlike Models
- Lookup Model for Most Popular Product
- Lookup Model for Order Size
- Lookup Model for Probability of Response
- Naïve Bayesian Models (Evidence Models)
- Lessons Learned
-
11. The BestâFit Line: Linear Regression Models
- The BestâFit Line
- Measuring Goodness of Fit Using R2
- Direct Calculation of BestâFit Line Coefficients
- Weighted Linear Regression
- More Than One Input Variable
- Lessons Learned
-
12. Building Customer Signatures for Further Analysis
- What Is a Customer Signature?
- Designing Customer Signatures
- Operations to Build a Customer Signature
- Extracting Features
- Summarizing Customer Behaviors
- Lessons Learned
-
1. Appendix: Equivalent Constructs Among Databases
- String Functions
-
Date Time Functions
- Date Constant
- Current Date and Time
- Convert to YYYYMMDD String
- Year, Month, and Day of Month
- Day of Week (Integer and String)
- Adding (or Subtracting) Days from a Date
- Adding (or Subtracting) Months from a Date
- Difference between Two Dates in Days
- Difference between Two Dates in Months
- Extracting Date from Date Time
- Mathematical Functions
- Other Functions and Features
Product information
- Title: Data Analysis Using SQL and Excel
- Author(s):
- Release date: October 2007
- Publisher(s): Wiley
- ISBN: 9780470099513
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