Mining for CRM data

It is easy to get customer data using CRM. The difficulty lies in deriving business value from the data. And, this is where tools like data warehousing and data mining step in.

Building Data Mining applications for CRM attempts to clear the somewhat hazy picture surrounding these technologies. The first two sections will help you get the basics of the technology right. While the technology side is important, it's actually more important to look at the business value angle, which is dealt with in the third section. This comprises issues like customer profitability, customer acquisition, cross-selling, customer retention and segmentation.

The last section deals with building the solution. Topics covered are building and deploying; collecting and scoring; and optimizing the CRM process. An overview of the data mining and CRM tool markets is also present in the book.

Title: Building Data Mining applications for CRM
Authors: Alex Berson, Stephen Smith, Kurt Thearling
Publisher: Tata McGraw-Hill
Pages: 510
Price: Rs 375/-