Data Mining Book Review: Data Mining Techniques in CRM

DMCRM2I recently finished reading Data Mining Techniques in CRM: Inside Customer Segmentation. It is a very didactic book written by Tsiptsis and Chorianopoulos. The authors did a very good job in vulgarizing data mining concepts for the reader. That means nearly no formula. But don’t misunderstand me, this is not a book only for beginner. Some deep concepts of data mining are presented. The only particularity is that everything is explained with words and pictures. I really appreciated the approach taken by the authors.

The first part of the book explains data mining concepts. Techniques such as clustering, PCA (Principal Component Analysis) and decision trees are introduced. Since clustering is the most used technique in CRM (Customer Relationship Management), it has a particular focus from the authors. Specific topics such as evaluating the clustering results or profiling are discussed. A very interesting chapter is the one showing examples of data marts in CRM applications (retailers, telco and retail banking).

The second part of the book focuses on CRM applications such as segmentation, cross/up-selling, churn, etc. Full chapters are devoted to customer segmentation in banking, retail and telco. These chapters really give detailed information for such projects (data to consider, aggregations, important factors, result interpretation, etc.). It is clear that the authors have a strong experience in CRM.

To conclude, this is an excellent book for any data miner or anybody involved in CRM. The text is clear and pictures are well done (and funny which is rare enough to be mentioned). From basic to advanced topics, the book is a very pleasant journey inside data mining with a clear focus on customer segmentation. Really advised if you’re not a fan of formulas.

Data Mining Techniques in CRM: Inside Customer Segmentation

Data Mining Techniques in CRM: Inside Customer Segmentation

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Comments Icon10 comments found on “Data Mining Book Review: Data Mining Techniques in CRM

  1. This is a perfect introduction to data mining especially suitable for postgraduate students and researchers functions well as a modern foundation and reference book to data mining concepts.The book starts with the basic entry to data data mining data exploration methods depicting and building forecasts from it. Quality of data data types preprocessing similarity and unsimilarity topics are told next.

  2. Followed your another blog as well for which topic was- Top Five Articles in Data mining.
    You have provided a comprehensive list of analytic blogs and various articles on data mining which gives a nice insight for new and experienced professionals.

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