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Data Mining Cookbook: Modeling Data for Marketing, Risk, and Customer Relationship Management [Paperback]

Olivia Parr Rud
4.3 out of 5 stars  See all reviews (11 customer reviews)

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Kindle Edition CDN $59.70  
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Book Description

Nov 13 2000 0471385646 978-0471385646 1
Increase profits and reduce costs by utilizing this collection of models of the most commonly asked data mining questions

In order to find new ways to improve customer sales and support, and as well as manage risk, business managers must be able to mine company databases. This book provides a step-by-step guide to creating and implementing models of the most commonly asked data mining questions. Readers will learn how to prepare data to mine, and develop accurate data mining questions. The author, who has over ten years of data mining experience, also provides actual tested models of specific data mining questions for marketing, sales, customer service and retention, and risk management. A CD-ROM, sold separately, provides these models for reader use.


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“…the descriptions are clear, concise, unambiguous…she has clearly succeeded…” (The Institute of Direct Marketing -theidm.com

From the Inside Flap

CD-ROM InstructionsInsert the CD-ROM and launch the readme.htm file in a web browser, or navigate using Windows® Explorer to browse the contents of the CD. The model programs and output are in text format that can be opened in any editing software (including SAS) that reads ASCII files. Spreadsheets are in Microsoft® Excel 97/2000 or 5.0/95. Launch the application (SAS 6.12 or higher) and open the file directly from the CD-ROM. If you wish to make changes, you can rename the files and save them to your local hard drive.Customer Note: Please read the following before launching the CD-ROMThis software contains files to help you utilize the models and code described in the accompanying book, sold separately. By opening the package, you are agreeing to be bound by the following agreement:This software product is protected by copyright and all rights are reserved by the author, John Wiley & Sons, Inc., or their licensors. You are licensed to use this software as described in the software and the accompanying book. Copying the software for any other purpose may be a violation of the U.S. Copyright Law.This software product is sold as is without warranty of any kind, either express or implied, including but not limited to the implied warranty of merchantability and fitness for a particular purpose. Neither Wiley nor its dealers or distributors assumes any liability for any alleged or actual damages arising from the use of or the inability to use this software. (Some states do not allow the exclusion of implied warranties, so the exclusion may not apply to you.)©2000 John Wiley & Sons, Inc. --This text refers to the Software edition.

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In the years following World War II, the United States experienced an economic boom. Read the first page
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Front Cover | Copyright | Table of Contents | Excerpt | Index | Back Cover
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Customer Reviews

Most helpful customer reviews
2 of 2 people found the following review helpful
1.0 out of 5 stars DM Cookbook CD ROM April 16 2002
By A Customer
Format:Software
Book is OK, but DON'T BUY THE CD-ROM! I dropped [a large amount] for what I thought would be a worth-while "self-learning" course on Data Mining programming in SAS. To my great disappointment, I found that while Olivia had included the code (which you can type in yourself), there was NO DATA PROVIDED, making the code all but useless (can't run the models with no data!). I e-mailed her asking for some kind of a sample data set. She agreed, but after months of begging she provided nothing whatsoever. Don't make the same mistake I did - STAY AWAY FROM THE CD-ROM!!!
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Format:Paperback
If you are using SAS for data mining or statistical analysis, this book is a gold mine! The core analytical elements (all the steps involved in model building, data cleansing, standardization, etc) are covered in sufficient detail and carried through the book with hands-on practical examples one could apply directly in their own work.
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Format:Paperback
Logistic Regression From A - Z! This book has it all.

The author lays out clear, concise methodologies to build robust predictive models using SAS. The nice thing is this book lays out the process step by step with SAS code examples. You do not have to be a statistics major to understand how to use the built in SAS functionality.

The modeling methods are unbelievably detailed including topics like defining the objective function, testing variables for predictability using chi squared, fitting continuous variables using the most linear variable transformation format (squared, cubed, cubed root, log, exponent, tangent, sine, cosine, etc... 19 total formats), changing categorical variables to continuous indicator variables for logistic regression use, using stepwise, backward, and score regression methods to further eliminate less predictive variables, defining deciles, and model testing methods like bootstrapping, jackknifing and gains tables to validate the model.

I do not fully understand the mathematical concepts involved throughout the entire process nor do I want to. The book provides a consistent repeatable programming methodology to follow that is broken down into very quantifiable steps.

I would recommend this book for anyone with limited statistical knowledge and a need to understand predictive modeling programming methodologies. Knowledge of the SAS programming language is essential to make full use of this material. The book uses real life examples from the banking, insurance, and marketing industries and contains additional valuable information related to these fields.

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Most recent customer reviews
5.0 out of 5 stars A foundation book for middle-advanced analysts
Yes, its not for beginners or executives. That's great, because so many other books are aimed at glossing over the details for novices. Read more
Published on Mar 26 2002 by Michael Wexler
4.0 out of 5 stars a good book, but has mistakes
Generally speaking, it is a good book. Contains a lot of real world examples. and it gets into a lot of details on modeling which you don't normally see in a data mining book. Read more
Published on Dec 19 2001 by M. Qiu
5.0 out of 5 stars Wholesome - no frills - data mining cooking !!
By reading this book you should learn how to cook data mining applications...but if you have very little or no appreciation of data mining and customer relationship management... Read more
Published on Dec 19 2001 by Oliver Femminella
5.0 out of 5 stars A very good DM book, if you are adept at SAS programming
I have been doing SAS for 11 years. So the SAS code does not bother me.

The best value of this book is that it is very practical; as the title suggests, it is a cookbook. Read more

Published on Sep 17 2001 by "sophe"
2.0 out of 5 stars SAS Tutorial or Data Mining Book?
I was disappointed after reading 3 chapters of this book. Leafing forward, the book is saturated with SAS examples that I not only cannot understand but do not care about. Read more
Published on Aug 24 2001 by HBW
5.0 out of 5 stars The Data Mining Cookbook - a core resource
I found this book every bit as comprehensive as suggested by the glowing forward by Michael Berry. I was pleased to see thorough and comprehensive treatment of the full modeling... Read more
Published on Jun 11 2001 by Raymond W. Falk, Ph.D.
5.0 out of 5 stars Excellent guide for real data mining
This book is an excellent step by step guide for data mining : it provides simple and complex modelling techniques. Read more
Published on Mar 25 2001
5.0 out of 5 stars I've been looking for a book like this for years!
Finally, a book that thoroughly explains predictive and descriptive modeling in simple language. It discusses the importance of defining the objective as well as using quality... Read more
Published on Jan 5 2001 by lindsay
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