Optimal Database Marketing

Author: Ronald G Drozdenko
Publisher: SAGE
ISBN: 9780761923572
Format: PDF, Docs
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′This book is accessible and highly readable, with an uncomplicated writing style_ in short this is a book that unravels the mysteries of a vital but "back room" activity′ - International Journal of Market Research `This book is well written with interesting examples and case studies that both illustrate complex techniques and tie the chapters together. The level of detail and treatment of statistical tools and methods provides both understanding and enough detail to begin to use them immediately to target marketing efforts efficiently and effectively. It is perfect for a course in database marketing or as a handy reference for those in the industry′ - C. Samuel Craig, New York University, Stern School of Business `This book should be studied by all who aspire to have a career in direct marketing. It provides a thorough overview of all essential aspects of using customer databases to improve direct marketing results. The material is presented in a style that renders even the technical subjects understandable to the novice direct marketer′ - Kari Regan, Vice President, Database Marketing Services, The Reader′s Digest Association `Finally, practical information on database marketing that tackles this complex subject but makes it clear enough for the novice to understand. This book serves as more than a primer for any senior manager who needs to know the whole story. As one who has spent over 20 years of his career involved in publishing and database marketing, I have a real appreciation for how difficult it is to explain the finer points of this discipline, while keeping it understandable. This book does that admirably. Well done!′ - Patrick E. Kenny, Executive Vice President, Qiosk.com `This book is especially effective in describing the breadth and impact of the database marketing field. I highly recommend this book to anyone who has anything to do with database marketing! -- works in or with this dynamic area′ - Naomi Bernstein, Vice President, BMG Direct This informative book looks at the long-term impact of database marketing techniques on the organization, customers, prospective customers, and society in general. Ron Drozdenko and Perry Drake help the reader gain a thorough understanding of how to properly establish and use databases in order to build strong relationships with customers. There is no other book on the market today that reveals this level of detail regarding database marketing applications - the how′s, why′s and when′s. Appropriate for advanced undergraduate and graduate courses, the book moves from general concepts and examples of marketing databases to more specific data analysis techniques used to enhance the marketing process. This work: - Draws on numerous examples from real businesses - Includes applications to all direct marketing media including the Internet - Describes in step-by-step detail how databases are developed, maintain and mined - Considers both business and social issues of marketing databases - Contains a sample database allowing the reader to apply the mining techniques - Offers access to comprehensive package of academic support materials

Customer Relationship Management

Author: Francis Buttle
Publisher: Routledge
ISBN: 1856175227
Format: PDF, ePub, Mobi
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Embraces both the theoretical background and the practical implementation of CRM strategy. Also comprises of elements of marketing, accounting, human resources, information technology and strategic management to ensure that it provides a comprehensive and fully developed introductory text.

Java Data Mining Strategy Standard and Practice

Author: Mark F. Hornick
Publisher: Elsevier
ISBN: 9780080495910
Format: PDF
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Whether you are a software developer, systems architect, data analyst, or business analyst, if you want to take advantage of data mining in the development of advanced analytic applications, Java Data Mining, JDM, the new standard now implemented in core DBMS and data mining/analysis software, is a key solution component. This book is the essential guide to the usage of the JDM standard interface, written by contributors to the JDM standard. Data mining introduction - an overview of data mining and the problems it can address across industries; JDM's place in strategic solutions to data mining-related problems JDM essentials - concepts, design approach and design issues, with detailed code examples in Java; a Web Services interface to enable JDM functionality in an SOA environment; and illustration of JDM XML Schema for JDM objects JDM in practice - the use of JDM from vendor implementations and approaches to customer applications, integration, and usage; impact of data mining on IT infrastructure; a how-to guide for building applications that use the JDM API Free, downloadable KJDM source code referenced in the book available here

Encyclopedia of Data Warehousing and Mining

Author: Wang, John
Publisher: IGI Global
ISBN: 1591405599
Format: PDF, ePub, Mobi
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Data Warehousing and Mining (DWM) is the science of managing and analyzing large datasets and discovering novel patterns and in recent years has emerged as a particularly exciting and industrially relevant area of research. Prodigious amounts of data are now being generated in domains as diverse as market research, functional genomics and pharmaceuticals; intelligently analyzing these data, with the aim of answering crucial questions and helping make informed decisions, is the challenge that lies ahead. The Encyclopedia of Data Warehousing and Mining provides a comprehensive, critical and descriptive examination of concepts, issues, trends, and challenges in this rapidly expanding field of data warehousing and mining (DWM). This encyclopedia consists of more than 350 contributors from 32 countries, 1,800 terms and definitions, and more than 4,400 references. This authoritative publication offers in-depth coverage of evolutions, theories, methodologies, functionalities, and applications of DWM in such interdisciplinary industries as healthcare informatics, artificial intelligence, financial modeling, and applied statistics, making it a single source of knowledge and latest discoveries in the field of DWM.

Direct Marketing Management

Author: Mary Lou Roberts
Publisher: Prentice Hall International (UK)
ISBN: 9780130804341
Format: PDF, ePub, Docs
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This revised te×t includes coverage of electronic commerce, database marketing and research into direct and on-line marketing.

Cutting Edge Marketing Analytics

Author: Rajkumar Venkatesan
Publisher: Pearson Education
ISBN: 0133552578
Format: PDF, Docs
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Master practical strategic marketing analysis through real-life case studies and hands-on examples. In Cutting Edge Marketing Analytics, three pioneering experts integrate all three core areas of marketing analytics: statistical analysis, experiments, and managerial intuition. They fully detail a best-practice marketing analytics methodology, augmenting it with case studies that illustrate the quantitative and data analysis tools you'll need to allocate resources, define optimal marketing mixes; perform effective analysis of customers and digital marketing campaigns, and create high-value dashboards and metrics. For each marketing problem, the authors help you: Identify the right data and analytics techniques Conduct the analysis and obtain insights from it Outline what-if scenarios and define optimal solutions Connect your insights to strategic decision-making Each chapter contains technical notes, statistical knowledge, case studies, and real data you can use to perform the analysis yourself. As you proceed, you'll gain an in-depth understanding of: The real value of marketing analytics How to integrate quantitative analysis with managerial sensibility How to apply linear regression, logistic regression, cluster analysis, and Anova models The crucial role of careful experimental design For all marketing professionals specializing in marketing analytics and/or business intelligence; and for students and faculty in all graduate-level business courses covering Marketing Analytics, Marketing Effectiveness, or Marketing Metrics

Managing Data Mining Technologies in Organizations

Author: Parag C. Pendharkar
Publisher: IGI Global
ISBN: 9781591400578
Format: PDF, ePub, Mobi
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Portals present unique strategic challenges in the academic environment. Their conceptualization and design requires the input of campus constituents who seldom interact and whose interests are often opposite. The implementation of a portal requires a coordination of applications and databases controlled by different campus units at a level that may never before have been attempted at the institution. Building a portal is as much about constructing intra-campus bridges as it is about user interfaces and content. Designing Portals: Opportunities and Challenges discusses the current status of portals in higher education by providing insight into the role portals play in an institution's business and educational strategy, by taking the reader through the processes of conceptualization, design, and implementation of the portals (in different stages of development) at major universities and by offering insight from three producers of portal software systems in use at institutions of higher learning and elsewhere.

Data Mining and Knowledge Discovery Handbook

Author: Oded Maimon
Publisher: Springer Science & Business Media
ISBN: 0387098232
Format: PDF, Mobi
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This book organizes key concepts, theories, standards, methodologies, trends, challenges and applications of data mining and knowledge discovery in databases. It first surveys, then provides comprehensive yet concise algorithmic descriptions of methods, including classic methods plus the extensions and novel methods developed recently. It also gives in-depth descriptions of data mining applications in various interdisciplinary industries.