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Data Mining Techniques: For Marketing, Sales, and Customer Relationship Management, Third Edition by Michael J. A. Berry, Gordon S. Linoff

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About the Authors

Gordon S. Linoff and Michael J. A. Berry are well known in the data mining field. They are the founders of Data Miners, Inc., a boutique data mining consultancy, and they have jointly authored several influential and widely read books in the field. The first of their jointly authored books was the first edition of Data Mining Techniques, which appeared in 1997. Since that time, they have been actively mining data in a wide variety of industries. Their continuing hands-on analytical work allows the authors to keep abreast of developments in the rapidly evolving fields of data mining, forecasting, and predictive analytics. Gordon and Michael are scrupulously vendor-neutral. Through their consulting work, the authors have been exposed to data analysis software from all of the major software vendors (and quite a few minor ones as well). They are convinced that good results are not determined by whether the software employed is proprietary or open-source, command-line or point-and-click; good results come from creative thinking and sound methodology.

Gordon and Michael specialize in applications of data mining in marketing and customer relationship management — applications such as improving recommendations for cross-sell and up-sell, forecasting future subscriber levels, modeling lifetime customer value, segmenting customers according to their behavior, choosing optimal landing pages for customers arriving at a website, identifying good candidates for inclusion in ...

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