Optimal Database Marketing

Author: Ronald G Drozdenko
Publisher: SAGE
ISBN: 9780761923572
Format: PDF, ePub, 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, Docs
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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

Advanced Data Mining and Applications

Author: Xue Li
Publisher: Springer
ISBN: 3540370269
Format: PDF, Kindle
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Here are the proceedings of the 2nd International Conference on Advanced Data Mining and Applications, ADMA 2006, held in Xi'an, China, August 2006. The book presents 41 revised full papers and 74 revised short papers together with 4 invited papers. The papers are organized in topical sections on association rules, classification, clustering, novel algorithms, multimedia mining, sequential data mining and time series mining, web mining, biomedical mining, advanced applications, and more.

Direct Marketing Management

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

Organizational Data Mining

Author: Hamid R. Nemati
Publisher: IGI Global
ISBN: 9781591402220
Format: PDF, ePub, Mobi
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Mountains of business data are piling up in organizations every day. These organizations collect data from multiple sources, both internal and external. These sources include legacy systems, customer relationship management and enterprise resource planning applications, online and e-commerce systems, government organizations and business suppliers and partners. A recent study from the University of California at Berkeley found the amount of data organizations collect and store in enterprise databases doubles every year, and slightly more than half of this data will consist of "reference information," which is the kind of information strategic business applications and decision support systems demand (Kestelyn, 2002). Terabyte-sized (1,000 megabytes) databases are commonplace in organizations today, and this enormous growth will make petabyte-sized databases (1,000 terabytes) a reality within the next few years (Whiting, 2002). By 2004 the Gartner Group estimates worldwide data volumes will be 30 times those of 1999, which translates into more data having been produced in the last 30 years than during the previous 5,000 (Wurman, 1989).

The Handbook of Marketing Research

Author: Rajiv Grover
Publisher: SAGE Publications
ISBN: 1506319459
Format: PDF, ePub, Docs
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The Handbook of Marketing Research: Uses, Misuses, and Future Advances comprehensively explores the approaches for delivering market insights for fact-based decision making in a market-oriented firm. Divided into four parts, the Handbook addresses (1) the different nuances of delivering insights; (2) quantitative, qualitative, and online data gathering techniques; (3) basic and advanced data analysis methods; and (4) the substantial marketing issues that clients are interested in resolving through marketing research.

Marketing Analytics

Author: Mike Grigsby
Publisher: Kogan Page Publishers
ISBN: 0749474181
Format: PDF
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Who is most likely to buy and what is the best way to target them? Marketing Analytics enables marketers and business analysts to answer these questions by leveraging proven methodologies to measure and improve upon the effectiveness of marketing programs. Marketing Analytics demonstrates how statistics, analytics and modeling can be put to optimal use to increase the effectiveness of every day marketing activities, from targeted list creation and data segmentation to testing campaign effectiveness and forecasting demand. The author explores many common marketing challenges and demonstrates how to apply different data models to arrive at viable solutions. Business cases and critical analysis are included to illustrate and reinforce key concepts throughout. Beginners will benefit from clear, jargon-free explanations of methodologies relating to statistics, marketing strategy and consumer behaviour. More experienced practitioners will appreciate the more complex aspects of data analytics and data modeling, discovering new applications of various techniques in every day practice. Readers of Marketing Analytics will come away with a firm foundation in markets analytics and the tools they need to gain competitive edge and increase market share. Online supporting resources for this book include a bank of test questions as well as data sets relating to many of the chapters.

Hillstrom s Catalog Marketing PhD

Author: Kevin Hillstrom
Publisher:
ISBN: 9781456463076
Format: PDF
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For the first time in about a decade, there's a significant improvement in Catalog Marketing Strategy!Four trends shaped Catalog Marketing Strategy in the past twenty years ... the explosion of RFM techniques, statistical modeling of customer response, cannibalization testing, and the "matchback" of online orders to the catalog that caused the order to happen. Since the matchback was created a decade ago, improvements in Catalog Marketing Strategy stalled as interest shifted to online marketing tactics.In "Hillstrom's Catalog Marketing PhD", Kevin Hillstrom walks the reader through a new methodology for deciding which customers will yield the most profit from catalog mailings. By incorporating elements of RFM, statistical modeling, cannibalization testing, Digital Profiles (a modern approach to customer segmentation), and measurement of the "Organic Percentage", Mr. Hillstrom clearly demonstrates how to optimize multi-channel customer profitability.The booklet provides the reader with a PhD-level course in Catalog Marketing Strategy, arming the reader with the tools and techniques necessary to manage a successful catalog marketing program in the internet era.Chief Executive Officers, Chief Marketing Officers, and Analytics Experts will appreciate this no-nonsense approach to increasing company profitability. For the first time, analytics secrets that cost many clients hundreds of thousands of dollars are being shared with the marketing public. This is a must-read for the modern catalog marketing business leader.

Data Mining Applications with R

Author: Yanchang Zhao
Publisher: Academic Press
ISBN: 0124115209
Format: PDF, Docs
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Data Mining Applications with R is a great resource for researchers and professionals to understand the wide use of R, a free software environment for statistical computing and graphics, in solving different problems in industry. R is widely used in leveraging data mining techniques across many different industries, including government, finance, insurance, medicine, scientific research and more. This book presents 15 different real-world case studies illustrating various techniques in rapidly growing areas. It is an ideal companion for data mining researchers in academia and industry looking for ways to turn this versatile software into a powerful analytic tool. R code, Data and color figures for the book are provided at the RDataMining.com website. Helps data miners to learn to use R in their specific area of work and see how R can apply in different industries Presents various case studies in real-world applications, which will help readers to apply the techniques in their work Provides code examples and sample data for readers to easily learn the techniques by running the code by themselves