Optimal Database Marketing

Strategy, Development, and Data Mining

Author: Ronald G Drozdenko,Perry D Drake

Publisher: SAGE

ISBN: 9780761923572

Category: Business & Economics

Page: 398

View: 3635

′This book is accessible and highly readable, with an uncomplicated writing style_ in short this is a book that unravels the mysteries of a vital but "back room" activity′ - International Journal of Market Research `This book is well written with interesting examples and case studies that both illustrate complex techniques and tie the chapters together. The level of detail and treatment of statistical tools and methods provides both understanding and enough detail to begin to use them immediately to target marketing efforts efficiently and effectively. It is perfect for a course in database marketing or as a handy reference for those in the industry′ - C. Samuel Craig, New York University, Stern School of Business `This book should be studied by all who aspire to have a career in direct marketing. It provides a thorough overview of all essential aspects of using customer databases to improve direct marketing results. The material is presented in a style that renders even the technical subjects understandable to the novice direct marketer′ - Kari Regan, Vice President, Database Marketing Services, The Reader′s Digest Association `Finally, practical information on database marketing that tackles this complex subject but makes it clear enough for the novice to understand. This book serves as more than a primer for any senior manager who needs to know the whole story. As one who has spent over 20 years of his career involved in publishing and database marketing, I have a real appreciation for how difficult it is to explain the finer points of this discipline, while keeping it understandable. This book does that admirably. Well done!′ - Patrick E. Kenny, Executive Vice President, Qiosk.com `This book is especially effective in describing the breadth and impact of the database marketing field. I highly recommend this book to anyone who has anything to do with database marketing! -- works in or with this dynamic area′ - Naomi Bernstein, Vice President, BMG Direct This informative book looks at the long-term impact of database marketing techniques on the organization, customers, prospective customers, and society in general. Ron Drozdenko and Perry Drake help the reader gain a thorough understanding of how to properly establish and use databases in order to build strong relationships with customers. There is no other book on the market today that reveals this level of detail regarding database marketing applications - the how′s, why′s and when′s. Appropriate for advanced undergraduate and graduate courses, the book moves from general concepts and examples of marketing databases to more specific data analysis techniques used to enhance the marketing process. This work: - Draws on numerous examples from real businesses - Includes applications to all direct marketing media including the Internet - Describes in step-by-step detail how databases are developed, maintain and mined - Considers both business and social issues of marketing databases - Contains a sample database allowing the reader to apply the mining techniques - Offers access to comprehensive package of academic support materials
Posted in Business & Economics

Customer Relationship Management

Author: Francis Buttle

Publisher: Routledge

ISBN: 1136441336

Category: Business & Economics

Page: 522

View: 335

This definitive textbook explains what CRM is, the benefits it delivers, the contexts in which it is used, how it can be implemented and how CRM technologies can be deployed to support customer management strategies and objectives. It also looks comprehensively at how CRM can be used throughout the customer life-cycle stages of customer acquisition, retention and development and how the management disciplines- marketing, sales, IT, change management, human resource, customer service, accounting, and strategic management are implicated in this. This completely revised edition also includes: · A Tutor Resource pack available to instructors who adopt this text · Case examples illustrating CRM in practice · Screenshots of CRM software applications and reviews of technology applications deployed in marketing, sales and customer service Student readers will enjoy the logical structure, easy accessibility and case illustrations. Managers will appreciate the book's freedom from CRM vendor and consultant bias and the independent guidance it provides to those involved in CRM programs and system implementations. This second edition has been completely revised and updated with eight new chapters.
Posted in Business & Economics

Direct Marketing Management

Author: Mary Lou Roberts,Paul D. Berger

Publisher: Prentice Hall International (UK)

ISBN: 9780130804341

Category: Business & Economics

Page: 447

View: 3651

This revised te×t includes coverage of electronic commerce, database marketing and research into direct and on-line marketing.
Posted in Business & Economics

Encyclopedia of Data Warehousing and Mining

Author: Wang, John

Publisher: IGI Global

ISBN: 1591405599

Category: Medical

Page: 1382

View: 6753

Data Warehousing and Mining (DWM) is the science of managing and analyzing large datasets and discovering novel patterns and in recent years has emerged as a particularly exciting and industrially relevant area of research. Prodigious amounts of data are now being generated in domains as diverse as market research, functional genomics and pharmaceuticals; intelligently analyzing these data, with the aim of answering crucial questions and helping make informed decisions, is the challenge that lies ahead. The Encyclopedia of Data Warehousing and Mining provides a comprehensive, critical and descriptive examination of concepts, issues, trends, and challenges in this rapidly expanding field of data warehousing and mining (DWM). This encyclopedia consists of more than 350 contributors from 32 countries, 1,800 terms and definitions, and more than 4,400 references. This authoritative publication offers in-depth coverage of evolutions, theories, methodologies, functionalities, and applications of DWM in such interdisciplinary industries as healthcare informatics, artificial intelligence, financial modeling, and applied statistics, making it a single source of knowledge and latest discoveries in the field of DWM.
Posted in Medical

Data Mining and Knowledge Discovery Handbook

Author: Oded Maimon,Lior Rokach

Publisher: Springer Science & Business Media

ISBN: 0387098232

Category: Computers

Page: 1285

View: 1902

This book organizes key concepts, theories, standards, methodologies, trends, challenges and applications of data mining and knowledge discovery in databases. It first surveys, then provides comprehensive yet concise algorithmic descriptions of methods, including classic methods plus the extensions and novel methods developed recently. It also gives in-depth descriptions of data mining applications in various interdisciplinary industries.
Posted in Computers

Advanced Data Mining and Applications

First International Conference, ADMA 2005, Wuhan, China, July 22-24, 2005, Proceedings

Author: Xue Li,Shuliang Wang

Publisher: Springer Science & Business Media

ISBN: 354027894X

Category: Computers

Page: 835

View: 9225

With the ever-growing power to generate, transmit and collect huge amounts of data, information overload is now an imminent problem to mankind. The overwhelming demand for information processing is not just about a better - derstanding of data, but also a better usage of data in a timely fashion. Data mining, or knowledge discovery from databases, is proposed to gain insight into aspects of dataand to help peoplemakeinformed, sensible, andbetter decisions. At present, growing attention has been paid to the study, development and - plication of data mining. As a result there is an urgent need for sophisticated techniques and tools that can handle new ?elds of data mining, e.g., spatialdata mining, biomedical data mining, and mining on high-speed and time-variant data streams. The knowledge of data mining should also be expanded to new applications. The1stInternationalConferenceonAdvancedDataMiningandApplications (ADMA 2005) aimed to bring together the experts on data mining throughout the world. It provided a leading international forum for the dissemination of original research results in advanced data mining techniques, applications, al- rithms, software and systems, and di?erent applied disciplines. The conference attracted 539 online submissions and 63 mailing submissions from 25 di?erent countriesandareas.Allfullpaperswerepeer reviewedbyatleastthreemembers of the Program Committee composed of international experts in data mining ?elds. A total number of 100 papers were accepted for the conference. Amongst them 25 papers were selected as regular papers and 75 papers were selected as short papers, yielding a combined acceptance rate of 17%.
Posted in Computers

Cutting Edge Marketing Analytics

Real World Cases and Data Sets for Hands On Learning

Author: Rajkumar Venkatesan,Paul Farris,Ronald T. Wilcox

Publisher: Pearson Education

ISBN: 0133552578

Category: Business & Economics

Page: 320

View: 9427

Master practical strategic marketing analysis through real-life case studies and hands-on examples. In Cutting Edge Marketing Analytics, three pioneering experts integrate all three core areas of marketing analytics: statistical analysis, experiments, and managerial intuition. They fully detail a best-practice marketing analytics methodology, augmenting it with case studies that illustrate the quantitative and data analysis tools you'll need to allocate resources, define optimal marketing mixes; perform effective analysis of customers and digital marketing campaigns, and create high-value dashboards and metrics. For each marketing problem, the authors help you: Identify the right data and analytics techniques Conduct the analysis and obtain insights from it Outline what-if scenarios and define optimal solutions Connect your insights to strategic decision-making Each chapter contains technical notes, statistical knowledge, case studies, and real data you can use to perform the analysis yourself. As you proceed, you'll gain an in-depth understanding of: The real value of marketing analytics How to integrate quantitative analysis with managerial sensibility How to apply linear regression, logistic regression, cluster analysis, and Anova models The crucial role of careful experimental design For all marketing professionals specializing in marketing analytics and/or business intelligence; and for students and faculty in all graduate-level business courses covering Marketing Analytics, Marketing Effectiveness, or Marketing Metrics
Posted in Business & Economics

Managing Data Mining Technologies in Organizations

Techniques and Applications

Author: Parag C. Pendharkar

Publisher: IGI Global

ISBN: 9781591400578

Category: Computers

Page: 288

View: 6790

Portals present unique strategic challenges in the academic environment. Their conceptualization and design requires the input of campus constituents who seldom interact and whose interests are often opposite. The implementation of a portal requires a coordination of applications and databases controlled by different campus units at a level that may never before have been attempted at the institution. Building a portal is as much about constructing intra-campus bridges as it is about user interfaces and content. Designing Portals: Opportunities and Challenges discusses the current status of portals in higher education by providing insight into the role portals play in an institution's business and educational strategy, by taking the reader through the processes of conceptualization, design, and implementation of the portals (in different stages of development) at major universities and by offering insight from three producers of portal software systems in use at institutions of higher learning and elsewhere.
Posted in Computers

Handbook of Research on Advanced Data Mining Techniques and Applications for Business Intelligence

Author: Trivedi, Shrawan Kumar,Dey, Shubhamoy,Kumar, Anil,Panda, Tapan Kumar

Publisher: IGI Global

ISBN: 1522520325

Category: Computers

Page: 438

View: 4365

The development of business intelligence has enhanced the visualization of data to inform and facilitate business management and strategizing. By implementing effective data-driven techniques, this allows for advance reporting tools to cater to company-specific issues and challenges. The Handbook of Research on Advanced Data Mining Techniques and Applications for Business Intelligence is a key resource on the latest advancements in business applications and the use of mining software solutions to achieve optimal decision-making and risk management results. Highlighting innovative studies on data warehousing, business activity monitoring, and text mining, this publication is an ideal reference source for research scholars, management faculty, and practitioners.
Posted in Computers

Defying the limits

reaching new heights in customer relationship management

Author: Montgomery Research, Inc,Andersen Consulting

Publisher: N.A

ISBN: 9780966641325

Category: Business & Economics

Page: 430

View: 1557

Posted in Business & Economics

Visual Analytics and Interactive Technologies: Data, Text and Web Mining Applications

Data, Text and Web Mining Applications

Author: Zhang, Qingyu

Publisher: IGI Global

ISBN: 1609601041

Category: Computers

Page: 362

View: 3192

"This book is a comprehensive reference on concepts, algorithms, theories, applications, software, and visualization of data mining, text mining, Web mining and computing/supercomputing, covering state-of-the-art of the theory and applications of mining"--
Posted in Computers

Data mining

praktische Werkzeuge und Techniken für das maschinelle Lernen

Author: Ian H. Witten,Eibe Frank

Publisher: N.A

ISBN: 9783446215337

Category:

Page: 386

View: 6732

Posted in

The New Direct Marketing: How to Implement A Profit-Driven Database Marketing Strategy

Author: David Shepard Associates

Publisher: McGraw Hill Professional

ISBN: 9780071389266

Category: Business & Economics

Page: 736

View: 2979

Deploy marketing dollars more efficiently In today's take-no-prisoners direct marketing battleground, the only way to win is to recognize and exploit all of DMÆs interconnecting components. Using cutting-edge research and examples drawn from today's business pages, The New Direct Marketing, Third Edition, by the award-winning David Shepard Associates, shows you how to sell to increasingly wary and jaded consumers. This exhaustively updated edition introduces you to recent technological changes, from data mining, data warehouses, and CHAID modelling, to profitable use of the Internet. You'll develop customized, customer- focused marketing programs and strategies as you learn how to: *Offset through-the-roof marketing costs with predictive andsegmentation modeling *Profit from a constant stream of demographic, psychographic, and lifestyle data from ongoing customer dialogues *Target promos and bonus offers based on previous purchases,buying patterns, and stated preferences *Much, much more
Posted in Business & Economics

Data mining applications for empowering knowledge societies

Author: Hakikur Rahman

Publisher: Information Science Publishing

ISBN: 9781599046570

Category: Business & Economics

Page: 332

View: 7771

"This book presents an overview on the main issues of data mining, including its classification, regression, clustering, and ethical issues"--Provided by publisher.
Posted in Business & Economics

Data Mining with Neural Networks

Solving Business Problems from Application Development to Decision Support

Author: Joseph P. Bigus

Publisher: McGraw-Hill Companies

ISBN: N.A

Category: Computers

Page: 220

View: 4010

readers will find concrete implementation strategies, reinforced with real-world business examples and a minimum of formulas, and case studies drawn from a broad range of industries. The book illustrates the popular data mining functions of classification, clustering, modeling, and time-series forecasting--through examples developed using the IBM Neural Network Utility.
Posted in Computers

Proceedings of the 1998 Academy of Marketing Science (AMS) Annual Conference

Author: John B. Ford,Earl D. Honeycutt, Jr.

Publisher: Springer

ISBN: 3319130846

Category: Business & Economics

Page: 520

View: 4656

This volume includes the full proceedings from the 1998 Academy of Marketing Science (AMS) Annual Conference held in Norfolk, Virginia. The research and presentations offered in this volume cover many aspects of marketing science including marketing strategy, consumer behaviour, entrepreneurial marketing, international marketing, advertising, marketing education, among others. Founded in 1971, the Academy of Marketing Science is an international organization dedicated to promoting timely explorations of phenomena related to the science of marketing in theory, research, and practice. Among its services to members and the community at large, the Academy offers conferences, congresses and symposia that attract delegates from around the world. Presentations from these events are published in this Proceedings series, which offers a comprehensive archive of volumes reflecting the evolution of the field. Volumes deliver cutting-edge research and insights, complimenting the Academy’s flagship journals, the Journal of the Academy of Marketing Science (JAMS) and AMS Review. Volumes are edited by leading scholars and practitioners across a wide range of subject areas in marketing science.
Posted in Business & Economics

Medical and Health Information Directory

A Guide to Organizations, Agencies, Institutions, Programs, Publications, Services, and Other Resources Concerned with Clinical Medicine, Basic Biomedical Sciences, and the Technological and Socioeconomic Aspects of Health Care

Author: N.A

Publisher: N.A

ISBN: 9781414467788

Category: Health

Page: N.A

View: 2833

Posted in Health

Sport Business Analytics

Using Data to Increase Revenue and Improve Operational Efficiency

Author: C. Keith Harrison,Scott Bukstein

Publisher: CRC Press

ISBN: 1315350629

Category: Computers

Page: 260

View: 9789

Developing and implementing a systematic analytics strategy can result in a sustainable competitive advantage within the sport business industry. This timely and relevant book provides practical strategies to collect data and then convert that data into meaningful, value-added information and actionable insights. Its primary objective is to help sport business organizations utilize data-driven decision-making to generate optimal revenue from such areas as ticket sales and corporate partnerships. To that end, the book includes in-depth case studies from such leading sports organizations as the Orlando Magic, Tampa Bay Buccaneers, Duke University, and the Aspire Group. The core purpose of sport business analytics is to convert raw data into information that enables sport business professionals to make strategic business decisions that result in improved company financial performance and a measurable and sustainable competitive advantage. Readers will learn about the role of big data and analytics in: Ticket pricing Season ticket member retention Fan engagement Sponsorship valuation Customer relationship management Digital marketing Market research Data visualization. This book examines changes in the ticketing marketplace and spotlights innovative ticketing strategies used in various sport organizations. It shows how to engage fans with social media and digital analytics, presents techniques to analyze engagement and marketing strategies, and explains how to utilize analytics to leverage fan engagement to enhance revenue for sport organizations. Filled with insightful case studies, this book benefits both sports business professionals and students. The concluding chapter on teaching sport analytics further enhances its value to academics.
Posted in Computers

The Internet Encyclopedia, Volume 3 (P - Z)

Author: Hossein Bidgoli

Publisher: John Wiley & Sons

ISBN: 0471689971

Category: Business & Economics

Page: 976

View: 2561

The Internet Encyclopedia in a 3-volume reference work on the internet as a business tool, IT platform, and communications and commerce medium.
Posted in Business & Economics

Discovery Science

Second International Conference, DS'99, Tokyo, Japan, December 6-8, 1999 Proceedings

Author: Setsuo Arikawa,Koichi Furukawa

Publisher: Springer Science & Business Media

ISBN: 354066713X

Category: Science

Page: 380

View: 9505

This book constitutes the refereed proceedings of the Second International Conference on Discovery Science, DS'99, held in Tokyo, Japan, in December 1999. The 26 revised full papers presented together with 2 invited contributions and 25 poster presentations were carefully reviewed and selected from a total of 74 submissions. The following topics are covered in their relation to discovery science: logic, inference, algorithmic learning, heuristic search, database management, data mining, networking, inductive logic programming, abductive reasoning, machine learning, constructive programming, intelligent agents, statistical methods, visualization, HCI, etc.
Posted in Science