Data and Text Mining: United States Edition: A Business Applications Approach

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9780131400856: Data and Text Mining: United States Edition: A Business Applications Approach

For Data Mining courses and Marketing Research courses in the Business School, Computer Science department.

This conceptual introduction to data mining within the context of business and marketing research provides a uniquely balanced approach that is neither too technical nor too management oriented. Using worked examples and business case studies, the text answers these four questions: why is data mining important to business and marketing research; how is data mining different from other types of research; what do we learn from data mining; and how do we do data mining? An excellent primer for upper-level courses in Business, Computer Science and Statistics.

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From the Back Cover:

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To learn how a company can grow their business by harnessing more information, you need Data and Text Mining.

Inside this book you will find a manager's introduction to Data and Text Mining. The emphasis is on business data, including information about firms and markets, products and prices, supplier actions and buyer responses. By focusing on business applications such as customer relationship management, database marketing, market segmentation, sales forecasting, and more, you'll be shown just, how Data and Text Mining results can be used to guide business decision making.

Written in a non-technical, non-mathematical style, this book is an excellent tool for any course where learning to make decisions based on real data is important!

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