Sinopsis
Data mining technology-the ability to recognize and track patterns within data-provides companies with a powerful competitive advantage. You may understand this vital technology, but how do you go about actually implementing it to meet your corporation's specific needs? Building Data Mining Applications for CRM is the one book that bridges this gap. Unique in its breadth, ease of reading, and depth, the book demonstrates to business users the benefits of building systems that utilize data warehousing and data mining systems. It describes what the systems can do rather than how they work. Beginning with an overview of the current state of the data mining tools market, the book progresses to show you how to build and use these new systems to your corporation's best advantage. The book focuses on several key business processes, including customer relationship management, one-to-one marketing, marketing automation, sales force automation, enterprise resource management, and supply chain optimization. Real-world business examples allow users to put together well-reasoned business cases and to explore solutions to common business problems encountered by a variety of major industries. The authors' clear-cut writing style shows you how to • Understand where data mining can be used to the greatest benefit • Learn from real-world examples • Make informed decisions about the readiness of your organization to use data mining and data warehousing • Define a successful project plan for delivering a cost-effective and timely business solution • Create a business case for building a business solution Consultants, CIOs, and IS managers looking to implement data management in their enterprises will find Building Data Mining Applications for CRM to be their one-stop resource for choosing the right systems for improving their profitability.
Acerca de los autores
Alex Berson is a Director of Technology for a global management consulting firm. Dr. Berson holds a Ph.D. in Computer Sciences and M.S. in Applied Mathematics, and is an internationally recognized expert, author, educator and practitioner who has over 20 years of experience in information technologies focusing on data warehouse systems architecture, including design and implementation of systems and applications in the areas of data management, data warehousing and data mining; transaction processing; middleware, client/server distributed computing; and object technologies. Alex Berson is an active member of IEEE Computer Society, ACM, and many others. Hes also an advisory editor for the McGraw-Hill Professional Books division. He has published numerous technical articles in trade magazines, and is a best-selling author of a number of professional books including 'Data Warehousing, Data Mining and OLAP'(with Steve Smith); Client/Server Architecture; SYBASE and Client/Server Computing(with George Anderson); and APPC: Introduction to LU6.2. These books are published internationally, and had been translated in many languages including Chinese and Korean. His latest book, Building Data Mining Applications for CRM, is scheduled to be published in December 1999.
Kurt Thearling has spent much of the last decade designing, using, and evaluating data mining and customer relationship management technologies. As Director of Analytics at CRM software vendor Exchange Applications, Kurt directs the use of data mining and decision support technology as part of EA's software development and consulting practice. His extensive data mining web and CRM site can be found at www.thearling.com.
STEPHEN J. SMITH is a director and architect responsible for the creation and delivery of two data mining products over the last decade-one for parallelsupercomputers and the second for data warehouses with multidimentional data-bases. he is a wel-respected expert in the feild of data mining and its integration with the data warehouse.
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