Overview
- This book will help marketing executives, brand managers and IT professional understand what BIG DATA means and how to capture it in a way that is useful for marketing
- It explains how the marketing function is undergoing fundamental changes
- Makes clear how personalized advertising is delivered using online channels and where the marketers can identify the specific customer and tailor their messaging based on customer behavior, context and intention and then utilize it for their own success
- The author is very active in the data mining, big data and marketing analytics community
Access this book
Tax calculation will be finalised at checkout
Other ways to access
Table of contents(31 chapters)
About this book
Reviews
"Business managers and decision makers have been in need of a book on data mining, and voila! This industry overview is unique in serving the needs of the consummate businessperson, differentiating it from the many introductions for would-be hands-on, technical practitioners. Boire has formed a conceptually rich and insightful compendium that delivers a pragmatic perspective on both the tactical and strategic value of data mining and predictive analytics." - Eric Siegel, founder of Predictive Analytics World and author of Predictive Analytics: The Power to Predict Who Will Click, Buy, Lie, or Die
"Boire provides a straightforward and disciplined overview of the practice of data mining. Whether you are dealing with large or small data sets, tomorrow's business leaders will be the ones that extract the most value from their customer information. Boire leverages his extensive experience as a practitioner to help the reader take a measured approach while providing a unique view of data mining." - Bryan Pearson, President and Chief Executive Officer, LoyaltyOne
"Terms like 'analytics', 'data mining', and 'modeling' evoke fear in the heart of many a traditional marketer. Instead of focusing solely on techniques, Boire organizes his content around types of management decisions. In the process, he demystifies and explains the rationale and methods used in terms that anyone can understand. A must read for those getting started or looking to round out their expertise." - Kenneth B. Wong, Distinguished Professor of Marketing, Queens University, School of Business
"Data Mining for Managers offers a practical approach to finding data-driven solutions for real-life business challenges without intensive investment of money or resources. This is a must-have book for any business person who wants to use data more effectively to improve business results day in day out." - Anna Percey Dove, SVP Managing Partner, CRM & Customer Experience Cossette
"Boire's book, using practical examples, simplifies the complexity of interpreting vast amounts of data in a meaningful and practical approach through an easy to follow data mining framework." - Mary Lynn Manton, BTech, MEd, ISP, Co-Chair, School of Information and Communications Technology, Faculty of Applied Science and Engineering Technology, Seneca College of Applied Arts & Technology
About the author
Bibliographic Information
Book Title: Data Mining for Managers
Book Subtitle: How to Use Data (Big and Small) to Solve Business Challenges
Authors: Richard Boire
DOI: https://doi.org/10.1057/9781137406194
Publisher: Palgrave Macmillan New York
eBook Packages: Palgrave Business & Management Collection, Business and Management (R0)
Copyright Information: Palgrave Macmillan, a division of Nature America Inc. 2014
Hardcover ISBN: 978-1-137-40617-0Published: 30 October 2014
Softcover ISBN: 978-1-349-48786-8Published: 30 October 2014
eBook ISBN: 978-1-137-40619-4Published: 17 November 2014
Edition Number: 1
Number of Pages: XIV, 242
Topics: Marketing, Market Research/Competitive Intelligence, Data Mining and Knowledge Discovery, Economics, general