Commercial Data Mining

Acknowledgments

Chapter 1: Introduction

Chapter 2: Business Objectives

Introduction

Criteria for Choosing a Viable Project

Factors That Influence Project Benefits

Factors That Influence Project Costs

Example 1: Customer Call Center – Objective: IT Support for Customer Reclamations

Example 2: Online Music App – Objective: Determine Effectiveness of Advertising for Mobile Device Apps

Summary

Chapter 3: Incorporating Various Sources of Data and Information

Introduction

Data about a Business’s Products and Services

Surveys and Questionnaires

Loyalty Card/Customer Card

Demographic Data

Macro-Economic Data

Data about Competitors

Financial Markets Data: Stocks, Shares, Commodities, and Investments

Chapter 4: Data Representation

Introduction

Basic Data Representation

Advanced Data Representation

Chapter 5: Data Quality

Introduction

Examples of Typical Data Problems

Relevance and Reliability

Quantitative Evaluation of the Data Quality

Data Extraction and Data Quality – Common Mistakes and How to Avoid Them

How Data Entry and Data Creation May Affect Data Quality

Chapter 6: Selection of Variables and Factor Derivation

Introduction

Selection from the Available Data

Reverse Engineering: Selection by Considering the Desired Result

Data Mining Approaches to Selecting Variables

Packaged Solutions: Preselecting Specific Variables for a Given Business Sector

Summary

Chapter 7: Data Sampling and Partitioning

Introduction

Sampling for Data Reduction

Partitioning the Data Based on Business Criteria

Issues Related to Sampling

Chapter 8: Data Analysis

Introduction

Visualization

Associations

Clustering and Segmentation

Segmentation and Visualization

Analysis of Transactional Sequences

Analysis of Time Series

Typical Mistakes when Performing Data Analysis and Interpreting Results

Chapter 9: Data Modeling

Introduction

Modeling Concepts and Issues

Neural Networks

Classification: Rule/Tree Induction

Traditional Statistical Models

Other Methods and Techniques for Creating Predictive Models

Applying the Models to the Data

Simulation Models – “What If?”

Summary of Modeling

Chapter 10: Deployment Systems: From Query Reporting to EIS and Expert Systems

Introduction

Query and Report Generation

Executive Information Systems

Expert Systems

Case-Based Systems

Summary

Chapter 11: Text Analysis

Basic Analysis of Textual Information

Advanced Analysis of Textual Information

Commercial Text Mining Products

Chapter 12: Data Mining from Relationally Structured Data, Marts, and Warehouses

Introduction

Data Warehouse and Data Marts

Creating a File or Table for Data Mining

Chapter 13: CRM – Customer Relationship Management and Analysis

Introduction

CRM Metrics and Data Collection

Customer Life Cycle

Example: Retail Bank

Integrated CRM Systems

Customer Satisfaction

Example CRM Application

Chapter 14: Analysis of Data on the Internet I – Website Analysis and Internet Search

Introduction

Analysis of Trails left by Visitors to a Website

Search and Synthesis of Market Sentiment Information on the Internet

Summary

Chapter 15: Analysis of Data on the Internet II – Search Experience Analysis

Introduction

The Internet and Internet Search

Data Mining of a User Search Log

Summary

Chapter 16: Analysis of Data on the Internet III – Online Social Network Analysis

Introduction

Analysis of Online Social Network Graphs

Applications and Tools for Social Network Analysis

Summary

Chapter 17: Analysis of Data on the Internet IV – Search Trend Analysis over Time

Introduction

Analysis of Search Term Trends Over Time

Data Mining Applied to Trend Data

Summary

Chapter 18: Data Privacy and Privacy-Preserving Data Publishing

Introduction

Popular Applications and Data Privacy

Legal Aspects – Responsibility and Limits

Privacy-Preserving Data Publishing

Chapter 19: Creating an Environment for Commercial Data Analysis

Introduction

Integrated Commercial Data Analysis Tools

Creating an Ad Hoc/Low-Cost Environment for Commercial Data Analysis

Chapter 20: Summary

Appendix: Case Studies

Case Study 1: Customer Loyalty at an Insurance Company

Case Study 2: Cross-Selling a Pension Plan at a Retail Bank

Case Study 3: Audience Prediction for a Television Channel

Glossary

Bibliography

Index