Data Mining Cookbook_ Modeling Data for Marketing, Risk, and Customer Relationship Management [Rud 2000-11-03](1).pdf

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Data Mining Cookbook
Modeling Data for Marketing, Risk, and Customer Relationship Management
Olivia Parr Rud
Page iv
Publisher: Robert Ipsen
Editor: Robert M. Elliott
Assistant Editor: Emilie Herman
Managing Editor: John Atkins
Associate New Media Editor: Brian Snapp
Text Design & Composition: Argosy
Designations used by companies to distinguish their products are often claimed as trademarks. In all instances where
John Wiley & Sons, Inc., is aware of a claim, the product names appear in initial capital or ALL CAPITAL LETTERS.
Readers, however, should contact the appropriate companies for more complete information regarding trademarks and
registration.
Copyright © 2001 by Olivia Parr Rud. All rights reserved.
Published by John Wiley & Sons, Inc.
No part of this publication may be reproduced, stored in a retrieval system or transmitted in any form or by any means,
electronic, mechanical, photocopying, recording, scanning or otherwise, except as permitted under Sections 107 or 108
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01923, (978) 750-8400, fax (978) 750-4744. Requests to the Publisher for permission should be addressed to the
Permissions Department, John Wiley & Sons, Inc., 605 Third Avenue, New York, NY 10158-0012, (212) 850-6011, fax
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This publication is designed to provide accurate and authoritative information in regard to the subject matter covered. It
is sold with the understanding that the publisher is not engaged in professional services. If professional advice or other
expert assistance is required, the services of a competent professional person should be sought.
This title is also available in print as 0-471-38564-6
For more information about Wiley product, visit our web site at
www.Wiley.com.
Page v
What People Are Saying about Olivia Parr Rud's Data Mining Cookbook
In the
Data Mining Cookbook,
industry expert Olivia Parr Rud has done the impossible: She has made a very complex
process easy for the novice to understand. In a step-by -step process, in plain English, Olivia tells us how we can benefit
from modeling, and how to go about it. It's like an advanced graduate course boiled down to a very friendly, one -on-one
conversation. The industry has long needed such a useful book.
Arthur Middleton Hughes
Vice President for Strategic Planning,
M\S Database Marketing
This book provides extraordinary organization to modeling customer behavior. Olivia Parr Rud has made the subject
usable, practical, and fun. . . .
Data Mining Cookbook
is an essential resource for companies aspiring to the best strategy
for success— customer intimacy.
William McKnight
President, McKnight Associates, Inc.
In today's digital environment, data flows at us as though through a fire hose. Olivia Parr Rud's
Data Mining Cookbook
satisfies the thirst for a user-friendly "cookbook" on data mining targeted at analysts and modelers responsible for
serving up insightful analyses and reliable models.
Data Mining Cookbook
includes all the ingredients to make it a valuable resource for the neophyte as well as the
experienced modeler.
Data Mining Cookbook
starts with the basic ingredients, like the rudiments of data analysis, to
ensure that the beginner can make sound interpretations of moderate -sized data sets. She finishes up with a closer look at
the more complex statistical and artificial intelligence methods (with reduced emphasis on mathematical equations and
jargon, and without computational formulas), which gives the advanced modeler an edge in developing the best possible
models.
Bruce Ratner
Founder and President, DMStat1

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