About the Book
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The book, with a foreword by Michael J. A. Berry, is sectioned into three parts. Part 1 reviews the basics of segmentation and clustering at an introductory level, providing examples from a variety of industries. Part 2 offers an in-depth treatment of segmentation with practical topics such as when and how to update your models and clustering with many attributes. Part 3 presents an introduction to newer, more advanced techniques, such as product affinity clustering, missing data imputation, and text mining segmentation.
This straight-forward guide will appeal to anyone who seeks to better understand customers or prospective customers. Additionally, professors and students will find the book well suited for a business data mining analytics course in an MBA program or related course of study. You should understand basic statistics, but no prior knowledge of data mining or SAS Enterprise Miner is required. A foreword by Michael J. A. Berry is featured.
Included on your bonus CD-ROM are the following: example SAS code, data sets, macros, and Enterprise Miner templates.
