n International Retail and Marketing Review - Data mining techniques in CRM : Inside customer segmentation, K. Tsiptsis & A. Chorianopoulos : book review

Volume 7, Issue 1
  • ISSN :



The increased access to large data bases containing information on customer transactions and characteristics offers a major opportunity for marketers. It is possible to explore these data and discover customer buying patterns and use this information to make effective marketing decisions. This book presents an overview of the methods that are used in the data mining process. The work is positioned as offering a reasonably comprehensive overview of the topic for the non-specialist. The mathematical requirements are a knowledge of basic statistics. The bulk of the text presents analytical techniques in clear prose with a minimum of equations.

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