داده‌کاوی برای مدیران: چگونه از داده‌ها (بزرگ و کوچک) برای حل چالش‌های کسب‌وکار استفاده کنیم ۲۰۱۴
Data Mining for Managers: How to Use Data (Big and Small) to Solve Business Challenges 2014

1. Cover

2. Title

1.  Introduction

2.  Growth of Data Mining—An Historical Perspective

3.  Data Mining in the New Economy

4.  Using Data Mining for CRM Evaluation

5.  The Data Mining Process: Problem Identification

6.  The Data Mining Process: Creation of the Analytical File

7.  Data Mining Process: Creation of the Analytical File with External Data Sources

8.  Data Storage and Security

9.  Privacy Concerns Regarding the Use of Data

10.  Types and Quality of Data

11.  Segmentation

12.  Applying Data Mining Techniques

13.  Gains Charts

14.  Using RFM as One Targeting Option

15.  The Use of Multivariate Analysis Techniques

16.  Tracking and Measuring

17.  Implementation and Tracking

18.  Value-Based Segmentation and the Use of CHAID

19.  Black Box Analytics

20.  Digital Analytics: A Data Miner’s Perspective

21.  Organizational Considerations: People and Software

22.  Social Media Analytics

23.  Credit Cards and Risk

24.  Data Mining in Retail

25.  Business-to-Business Example

26.  Financial Institution Case Study

27.  Using Marketing Analytics in the Travel/Entertainment Industry

28.  Data Mining for Customer Loyalty: A Perspective

29.  Text Mining: The New Data Mining Frontier

30.  Analytics and Data Mining for Insurance Claim Risk

31.  Future Thoughts: The Big Data Discussion and the Key Roles in Analytics

34. Index