"Using nontechnical terms, this book skillfully guides the user through the powerful SAS Enterprise Miner software to answer critical questions such as 'What are the characteristics of my best customers?', 'How can I optimize their value?', and 'How can I use this knowledge to grow my business?'. The ease and precision with which these techniques are explained will be appreciated by marketers, managers, analysts, and anyone else whose role it is to turn customer data into actionable knowledge.

For those who seek practical techniques and rich examples for applying statistical concepts to common marketing and CRM challenges, this book is destined to become an essential reference. "

"This book addresses an important and still often-misunderstood topic of utilizing advanced analytics to better understand consumer behavior. It has an application, how-to focus rather than a detailed description of algorithms…and the inclusion of data at the end of the book is a tremendous value-add to professors."

"I am really looking forward to using this book in a data mining course. The exposition with illustrations on real data sets is terrific. There is a fine recognition of the importance of data preparation, as well. Excellent!"

"The application of SAS Enterprise Miner and data mining analytics continues to broaden to new domains, from medical epidemiology to advanced business practices. Randy Collica provides us with an intuitive, hands-on guide to implementing the science behind comprehensively and accurately understanding one's customers. The efficiency of these CRM techniques has been maximized through the described segmentation and clustering methods and through the mining of underutilized data types, such as free text. These techniques are presented in a detailed, yet appealing and sensible manner; one that is a welcomed contribution to the state of the art in data mining analytics."

"CRM Segmentation and Clustering Using SAS® Enterprise Miner™ is an excellent how-to guide to segmentation and clustering for SAS Enterprise Miner users. While it serves as a solid introductory text for the data mining novice, it also serves as a reference guide for experienced data miners.

Overall, this book contains handy step-by-step instructions for implementing these techniques in SAS Enterprise Miner. It explains how to handle, real-life, non-normally distributed data and provides literally dozens of examples from retail to banking to the experimental sciences and more."