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If you’re looking for a comprehensive data mining handbook, there is a new Wiley publication: “Data Mining Techniques in CRM. Inside Customer Segmentation”. It is a step-by step guide that goes beyond a simple explanation of the algorithms. It answers the crucial question of 'what data to use' by proposing mining data marts and presents the data mining methodology in action through real-world applications from several industries.
As Mr. Colin Shearer, Senior Vice President Strategic Analytic of SPSS quoted “A book that bridges the gap between the technology and its use in high-value marketing applications”