Cover image for Data mining cookbook : modeling data for marketing, risk and customer relationship management
Data mining cookbook : modeling data for marketing, risk and customer relationship management
Rud, Olivia Parr.
Personal Author:
Publication Information:
New York : Wiley, [2001]

Physical Description:
xxviii, 367 pages : illustrations ; 24 cm
General Note:
Includes index.
Format :


Call Number
Material Type
Home Location
Item Holds
QA76.9.D343 R83 2001 Adult Non-Fiction Central Closed Stacks

On Order



Increase profits and reduce costs by utilizing this collection of models of the most commonly asked data mining questions

In order to find new ways to improve customer sales and support, and as well as manage risk, business managers must be able to mine company databases. This book provides a step-by-step guide to creating and implementing models of the most commonly asked data mining questions. Readers will learn how to prepare data to mine, and develop accurate data mining questions. The author, who has over ten years of data mining experience, also provides actual tested models of specific data mining questions for marketing, sales, customer service and retention, and risk management. A CD-ROM, sold separately, provides these models for reader use.

Author Notes

OLIVIA PARR RUD ( is Executive Vice President of Data Square, LLC, a leading database marketing consulting firm. She has over 22 years' experience in data mining, predictive modeling, and segmentation for a variety of industries, including credit card, insurance, high tech, telecommunications, and catalog industries. She provides analysis and solutions for her clients in the areas of acquisition, retention, risk, and overall profitability for direct mail, telemarketing, broadcast marketing, and the Internet.

Table of Contents

About the Author
About the Contributors
Planning The Menu
Setting the Objective
Setting the Objective
Selecting the Data Sources
The Cooking Demonstration
Preparing the Data for Modeling
Selecting and Transforming the Variables
Processing and Evaluating the Model
Validating the Model
Implementing and Maintaining the Model
Recipes For Every Occasion
Understanding Your Customer: Profiling and Segmentation
Targeting New Prospects: Modeling Response
Avoiding High-Risk Customers: Modeling Risk
Retaining Profitable Customers: Modeling Churn
Targeting Profitable Customers: Modeling Lifetime Value
Fast Food: Modeling on the Web
Appendix A Univariate Analysis for Continuous Variables
Appendix B Univariate Analysis for Categorical Variables
Recommended Reading
What's on the CD-ROM?