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TEAMFLY
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470643 FM.qxd 3/17/04 10:28 AM Page i
Michael J.A. Berry
Customer Relationship
Management
Second Edition
Gordon S. Linoff
Data Mining Techniques
For Marketing, Sales, and
470643 ffirs.qxd 3/8/04 11:32 AM Page ii
Vice President and Executive Group Publisher: Richard Swadley
Vice President and Executive Publisher: Bob Ipsen
Vice President and Publisher: Joseph B. Wikert
Executive Editorial Director: Mary Bednarek
Executive Editor: Robert M. Elliott
Editorial Manager: Kathryn A. Malm
Senior Production Editor: Fred Bernardi
Development Editor: Emilie Herman, Erica Weinstein
Production Editor: Felicia Robinson
Media Development Specialist: Laura Carpenter VanWinkle
Text Design & Composition: Wiley Composition Services
Copyright 2004 by Wiley Publishing, Inc., Indianapolis, Indiana
All rights reserved.
Published simultaneously in Canada
No part of this publication may be reproduced, stored in a retrieval system, or transmitted in any form or by
any means, electronic, mechanical, photocopying, recording, scanning, or otherwise, except as permitted
under Section 107 or 108 of the 1976 United States Copyright Act, without either the prior written permission
of the Publisher, or authorization through payment of the appropriate per-copy fee to the Copyright Clearance
Center, Inc., 222 Rosewood Drive, Danvers, MA 01923, (978) 750-8400, fax (978) 646-8700. Requests to the Pub-
lisher for permission should be addressed to the Legal Department, Wiley Publishing, Inc., 10475 Crosspoint
Blvd., Indianapolis, IN 46256, (317) 572-3447, fax (317) 572-4447, E-mail: permcoordinator@wiley.com.
Limit of Liability/Disclaimer of Warranty: While the publisher and author have used their best efforts in
preparing this book, they make no representations or warranties with respect to the accuracy or completeness
of the contents of this book and specifically disclaim any implied warranties of merchantability or fitness for
a particular purpose. No warranty may be created or extended by sales representatives or written sales mate-
rials. The advice and strategies contained herein may not be suitable for your situation. You should consult
with a professional where appropriate. Neither the publisher nor author shall be liable for any loss of profit
or any other commercial damages, including but not limited to special, incidental, consequential, or other
damages.
For general information on our other products and services please contact our Customer Care Department
within the United States at (800) 762-2974, outside the United States at (317) 572-3993 or fax (317) 572-4002.
Trademarks: Wiley, the Wiley Publishing logo, are trademarks or registered trademarks of John Wiley & Sons,
Inc. and/or its affiliates in the United States and other countries. All other trademarks are the property of their
respective owners. Wiley Publishing, Inc., is not associated with any product or vendor mentioned in this
book.
Wiley also publishes its books in a variety of electronic formats. Some content that appears in print may not
be available in electronic books.
Library of Congress Cataloging-in-Publication Data:
Berry, Michael J. A.
Data mining techniques : for marketing, sales, and customer
relationship management / Michael J.A. Berry, Gordon Linoff.— 2nd ed.
p. cm.
Includes index.
ISBN 0-471-47064-3 (paper/website)
1. Data mining. 2. Marketing—Data processing. 3. Business—Data
processing. I. Linoff, Gordon. II. Title.
HF5415.125 .B47 2004
658.8’02—dc22
2003026693
ISBN: 0-471-47064-3
Printed in the United States of America
10 9 8 7 6 5 4 3 2 1
470643 ffirs.qxd 3/8/04 11:32 AM Page iii
To Stephanie, Sasha, and Nathaniel. Without your patience and
understanding, this book would not have been possible.
— Michael
To Puccio. Grazie per essere paziente con me.
Ti amo.
— Gordon
470643 flast.qxd 3/8/04 11:32 AM Page xix
Acknowledgments
We are fortunate to be surrounded by some of the most talented data miners
anywhere, so our first thanks go to our colleagues at Data Miners, Inc. from
whom we have learned so much: Will Potts, Dorian Pyle, and Brij Masand.
There are also clients with whom we work so closely that we consider them
our colleagues as well: Harrison Sohmer and Stuart E. Ward, III are in that cat-
egory. Our Editor, Bob Elliott, Editorial Assistant, Erica Weinstein, and Devel-
opment Editor, Emilie Herman, kept us (more or less) on schedule and helped
us maintain a consistent style. Lauren McCann, a graduate student at M.I.T.
and intern at Data Miners, prepared the census data used in some examples
and created some of the illustrations.
We would also like to acknowledge all of the people we have worked with
in scores of data mining engagements over the years. We have learned some-
thing from every one of them. The many whose data mining projects have
influenced the second edition of this book include:
Al Fan
Herb Edelstein
Nick Gagliardo
Alan Parker
Jill Holtz
Nick Radcliffe
Anne Milley
Joan Forrester
Patrick Surry
Brian Guscott
John Wallace
Ronny Kohavi
Bruce Rylander
Josh Goff
Sheridan Young
Corina Cortes
Karen Kennedy
Susan Hunt Stevens
Daryl Berry
Kurt Thearling
Ted Browne
Daryl Pregibon
Lynne Brennen
Terri Kowalchuk
Doug Newell
Mark Smith
Victor Lo
Ed Freeman
Mateus Kehder
Yasmin Namini
Erin McCarthy
Michael Patrick
Zai Ying Huang
xix
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- ygys12342014-11-07清晰版,完整,内容经典,值得下载
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