(Sas Code) - Data Mining Cookbook (Wiley).pdf - Data mining - SGH-owy

Team-Fly ®

Page iii

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.

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

of the 1976 United States Copyright Act, without either the prior written permission of the Publisher, or authorization

through payment of the appropriate per-copy fee to the Copyright Clearance Center, 222 Rosewood Drive, Danvers, MA

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

(212) 850-6008, E-Mail: PERMREQ @ WILEY.COM.

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

Page vii

To Betty for her strength and drive.

To Don for his intellect.

(Sas Code) - Data Mining Cookbook (Wiley).pdf

Plik z chomika:

Inne pliki z tego folderu:

Inne foldery tego chomika: