Data Mining Cookbook (WILEY, SAS book)
发布：AaronChiang | 分类：SAS软件培训
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DataMiningCookbook(WILEY,SASbook)ModelingDataforMarketing,Risk,andCustomerRelationshipManagement-------------------------------------------------------------------------------------------------------- ...
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Modeling Data for Marketing, Risk, and Customer Relationship Management
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Data mining is a term that covers a broad range of techniques being used in a variety of industries. Due to increased
competition for profits and market share in the marketing arena, data mining has become an essential practice for
maintaining a competitive edge in every phase of the customer lifecycle.
Historically, one form of data mining was also known as ''data dredging." This was considered beneath the standards of
a good researcher. It implied that a researcher might actually search through data without any specific predetermined
hypothesis. Recently, however, this practice has become much more acceptable, mainly because this form of data
mining has led to the discovery of valuable nuggets of information. In corporate America, if a process uncovers
information that increases profits, it quickly gains acceptance and respectability.
Another form of data mining began gaining popularity in the marketing arena in the late 1980s and early 1990s. A few
cutting edge credit card banks saw a form of data mining, known as data modeling, as a way to enhance acquisition
efforts and improve risk management. The high volume of activity and unprecedented growth provided a fertile ground
for data modeling to flourish. The successful and profitable use of data modeling paved the way for other types of
industries to embrace and leverage these techniques. Today, industries using data modeling techniques for marketing
include insurance, retail and investment banking, utilities, telecommunications, catalog, energy, retail, resort, gaming,
pharmaceuticals, and the list goes on and on.
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