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In response to increasingly high customer demands and formidable competition, today’s organizations have implemented new technologies that generate and collect massive volumes of data. However, a large majority of the data collected goes to waste or becomes obsolete. Inconsistency, repetition, time-sensitivity, disparate data sources and data overkill are just a few of the problems overwhelming many decision makers.
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Managing Data Mining
Advice from Experts
IT Solutions Series
Stephan Kudyba, Ph.D.
New Jersey Institute of Technology/Null Sigma Inc., USA
Hershey • London • Melbourne • Singapore
CYBERTECH Publishing
Senior Managing Editor: Jan Travers
Managing Editor: Amanda Appicello
Development Editor: Michele Rossi
Copy Editor: Maria Boyer
Typesetter: Jennifer Wetzel
Cover Design: Lisa Tosheff
Printed at: Yurchak Printing Inc.
Published in the United States of America by
CyberTech Publishing (an imprint of Idea Group Inc.)
701 E. Chocolate Avenue, Suite 200
Hershey PA 17033 USA
Tel: 717-533-8845
Fax: 717-533-8661
E-mail: cust@idea-group.com
Web site: http://www.idea-group.com
and in the United Kingdom by
CyberTech Publishing (an imprint of Idea Group Inc.)
3 Henrietta Street
Covent Garden
London WC2E 8LU
Tel: 44 20 7240 0856
Fax: 44 20 7379 3313
Web site: http://www.eurospan.co.uk
Copyright © 2004 by Idea Group Inc. All rights reserved. No part of this book may be
reproduced in any form or by any means, electronic or mechanical, including photocopy-
ing, without written permission from the publisher.
Library of Congress Cataloging-in-Publication Data
eISBN
British Cataloguing in Publication Data
A Cataloguing in Publication record for this book is available from the British Library.
IT Solutions Series:
Managing Data Mining
Advice from Experts
PREFACE ........................................................................................vi
C
HAPTER I: INTRODUCTION: DATA MINING AND THE WORLD OF
COMMERCE: A BACKGROUND OF DATA MINING, BUSINESS
INTELLIGENCE AND BUSINESS P ROCESS MANAGEMENT ................ 1
Stephan Kudyba, PhD, New Jersey Institute of Technology/
Null Sigma Inc., USA
C
HAPTER II: DATA MINING AND THE BANKING SECTOR: MANAGING
RISK IN LENDING AND CREDIT CARD ACTIVITIES .................... 17
Àkos Felsóvályi, Citigroup, USA
Jennifer Courant, Citigroup, USA
C
HAPTER III: CREDIT SCORING AND RISK MANAGEMENT FOR SMALL
BUSINESS L ENDING ................................................................ 38
Vernon Gerety, PhD, PredictiveMetrics Inc., USA
CHAPTER IV: THE UTILIZATION OF BUSINESS INTELLIGENCE AND
DATA MINING IN THE INSURANCE MARKETPLACE ................... 77
Jeffrey Hoffman, Chubb & Sons Insurance, USA
C
HAPTER V: SALES FORCE MANAGEMENT IN THE CONSUMER
PRODUCTS I NDUSTRY........................................................... 102
Navin Sharma, PhD, MarketWell Inc., USA
C
HAPTER VI: THE HEALTHCARE COST DILEMMA: WHAT HEALTH
INSURANCE COMPANIES CAN DO TO MITIGATE
UNSUSTAINABLE P REMIUM I NCREASES ................................... 115
Russ Danstrom, Anthem Blue Cross Blue Shield, USA
Jeff Nicola, Anthem Blue Cross Blue Shield, USA
C
HAPTER VII: THE APPLICATION OF DATA MINING TECHNIQUES IN
HEALTH PLAN POPULATION MANAGEMENT: A DISEASE
MANAGEMENT APPROACH ................................................... 135
Theodore L. Perry, PhD, American Healthways Corp., USA
Travis Tucker, American Healthways Corp., USA
Laurel R. Hudson, American Healthways Corp., USA
William Gandy, American Healthways Corp., USA
Amy L. Neftzger, American Healthways Corp., USA
Guy B. Hamar, American Healthways Corp., USA
C
HAPTER VIII: TOILING IN THE MEDIA DATA MINES .................... 154
Robert Young, PHD Canada, Omnicom Group Inc., Canada
C
HAPTER IX: AUDIENCE MEASUREMENT APPLICATIONS FOR ONLINE
ADVERTISING AND E-COMMERCE ......................................... 175
David Martin, Nielsen//NetRatings, USA
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