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Title: Mastering Data Mining: The Art and Science of Customer Relationship Management by Michael J. A. Berry, Gordon S. Linoff ISBN: 0-471-33123-6 Publisher: Wiley Pub. Date: 17 December, 1999 Format: Paperback Volumes: 1 List Price(USD): $65.00 |
Average Customer Rating: 4 (5 reviews)
Rating: 4
Summary: Ideas for GUI design of data mining software
Comment: While doing a graduate elective on Decision Making Technologies, I realized that data visualization and representation is crucial for data exploratory and validation of data mining analysis. To get some ideas on how the various data visualization and workflow techniques are applied and integrated into the GUI of commercial softwares, survey the various chapters of this book.
Rating: 4
Summary: Excellent book!
Comment: This book is an excellent book. The authors explain the various techniques, and show real world examples of their use. Most importantly, they explain the underlying goals of the various techniques, and what to watch out for when using them. I was most relieved to read that I am not alone in having limited success with association rules!
Although some of the particular examples were not the type of examples I deal with, the reasons they were chosen make perfect sense. Data mining owes much of its popularity to people attempting to find churners, etc. But there are plenty of examples covered, and with each one some new insight is revealed. Especially useful to me were the explanations of what it is one sees in the decision trees, lift curves, etc. Also, seeing various problems solved with several of the popular tools (MineSet, Enterprise Miner, etc.) was very helpful. There are many examples from various industries, and you learn something new about those industries too! (If you like the Sesame Street videos of how cans, tires, etc. are made even more than your kids do, you'll love this book for the examples alone.)
It is clear from this book that the authors not only know what they are talking about, they can actually break it down for a newbie like me. I have also had the pleasure of being in one of Mr. Berry's MineSet classes, and he demonstrated the same depth of knowledge and ability to convey it to others in that class as well.
This book is not an algorithm book, but it touches on them. It is not necessarily a tour of data mining tools, but does do this to some degree. It is probably most useful for anyone who wants to know "What is this 'data mining', and how can it help me?" with real world examples to make things clear. If the reader starts out thinking that data mining is just tossing a bunch of data into a tool and getting concrete results back, the confusion will not remain after reading this book. Finally, this book is VERY easy reading. Do yourself (or your boss) a favor and buy this book!
Rating: 3
Summary: Good, not Great
Comment: This book provides a number of case studies on applying data mining. I didn't learn a lot since the studies weren't applicable to what I am doing. Someone else might get more out of than me though. I did like their first book (it was very good) but this one wasn't nearly as good. There are better books that discuss the use of data mining software.
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Title: Data Mining Techniques : For Marketing, Sales, and Customer Support by Michael J. A. Berry, Gordon Linoff ISBN: 0471179809 Publisher: Wiley Pub. Date: 27 May, 1997 List Price(USD): $60.00 |
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Title: Data Mining Cookbook: Modeling Data for Marketing, Risk and Customer Relationship Management by Olivia Parr Rud ISBN: 0471385646 Publisher: Wiley Pub. Date: 03 November, 2000 List Price(USD): $65.00 |
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Title: Data Preparation for Data Mining by Dorian Pyle ISBN: 1558605290 Publisher: Morgan Kaufmann Pub. Date: 15 March, 1999 List Price(USD): $49.95 |
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Title: Business Modeling and Data Mining ISBN: 155860653X Publisher: Morgan Kaufmann Pub. Date: April, 2003 List Price(USD): $59.95 |
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Title: Strategic Database Marketing: The Masterplan for Starting and Managing a Profitable Customer-Based Marketing Program by Arthur M. Hughes ISBN: 0071351825 Publisher: McGraw-Hill Trade Pub. Date: 16 May, 2000 List Price(USD): $39.95 |
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