Mastering Data Mining: The Art and Science of Customer Relationship Management

Industrial Management & Data Systems

ISSN: 0263-5577

Article publication date: 1 July 2000




Berry, M.A. and Linoff, G.S. (2000), "Mastering Data Mining: The Art and Science of Customer Relationship Management", Industrial Management & Data Systems, Vol. 100 No. 5, pp. 245-246.



Emerald Group Publishing Limited

In this follow‐up to their successful first book, Data Mining Techniques, Michael J.A. Berry and Gordon S. Linoff offer a case study‐based guide to best practices in commercial data mining. Their first book acquainted the readers with the new generation of data mining tools and techniques and showed them how to use them to make better business decisions. Mastering Data Mining shifts the focus from understanding data mining techniques to achieving business results, placing particular emphasis on customer relationship management.

Whatever the problem, data mining is becoming part of the solution. Done well, data mining can indeed solve many problems, but doing it well requires an understanding of the entire process. After providing the fundamental principles of data mining and customer relationship management, Berry and Linoff share the lessons they have learned through a series of warts‐and‐all case studies drawn from their experience in a variety of industries, including e‐commerce, banking, cataloguing, retailing, and telecommunications. Through these cases, you will learn how to formulate the business problem, analyse the data, evaluate the results, and utilise this information for similar business problems in different industries.

Shows you how to use data mining to:

  • Retain customer loyalty.

  • Target the right prospects.

  • Identify new markets for products and services.

  • Recognise cross‐selling opportunities on and off the Web.

The companion Web site at www. data‐ features:

  • Updated information on data mining products and service providers.

  • Information on data mining conferences, courses, and other sources of information.

  • Full‐colour versions of the illustrations used in the book.

For further information contact Rebecca Robinson on 44 (0) 1243 770674; fax: 44 (0) 1243 770638; or e‐mail:

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