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| Data Mining In Crm | |
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| The CRM Strategy | |
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| What Can Data Mining Do? | |
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| The Data Mining Methodology | |
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| Data Mining and Business Domain Expertise | |
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| Summary | |
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| An Overview Of Data Mining Techniques | |
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| Supervised Modeling | |
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| Unsupervised Modeling Techniques | |
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| Machine Learning/Artificial Intelligence vs. Statistical Techniques | |
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| Summary | |
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| Data Mining Techniques For Segmentation | |
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| Segmenting Customers with Data Mining Techniques | |
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| Principal Components Analysis | |
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| Clustering Techniques | |
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| Examining and Evaluating the Cluster Solution | |
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| Understanding the Clusters through Profiling | |
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| Selecting the Optimal Cluster Solution | |
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| Cluster Profiling and Scoring with Supervised Models | |
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| An Introduction to Decision Tree Models | |
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| Summary | |
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| The Mining Data Mart | |
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| Designing the Mining Data Mart | |
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| The Time Frame Covered by the Mining Data Mart | |
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| The Mining Data Mart for Retail Banking | |
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| The Mining Data Mart for Mobile Telephony Consumer (Residential) Customers | |
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| The Mining Data Mart for Retailers | |
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| Summary | |
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| Customer Segmentation | |
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| An Introduction to Customer Segmentation | |
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| Segmentation Types in Consumer Markets | |
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| Segmentation in Business Markets | |
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| A Guide for Behavioral Segmentation | |
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| Segmentation Management Strategy | |
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| A Guide for Value-Based Segmentation | |
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| Designing Differentiated Strategies for the Value Segments | |
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| Summary | |
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| Segmentation Applications In Banking | |
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| Segmentation for Credit Card Holders | |
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| Segmentation in Retail Banking | |
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| Segmentation Applications In Telecommunications | |
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| Mobile Telephony | |
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| The Fixed Telephony Case | |
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| Summary | |
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| Segmentation For Retailers | |
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| Segmentation in the Retail Industry | |
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| The RFM Analysis | |
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| Grouping Customers According to the Products They Buy | |
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| Summary | |
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| Index | |