---

Big Data is a growing business trend, but there little advice available on how to use it practically. Written by a data mining expert with over 30 years of experience, this book uses case studies to help marketers, brand managers and IT professionals understand how to capture and measure data for marketing purposes.

---

1. Introduction 2. Growth of Data Mining and the Data Miner 3. Using Data Mining for CRM Evaluation 4. The Data Mining Process 5. Identification of the Business Problem or Challenge 6. Creation of the Analytical File 7. Creation of the Analytical File and Pivot Table 8. Using External Data Sources 9. Data Storage and Security 10. Privacy Concerns Regarding the Use of Data 11. Types and Quality of Data 12. Segmentation 13. Applying Data Mining Techniques 14. GAINS CHARTS 15. Using RFM as one Targeting Option 16. The use of Multivariate Analysis Techniques 17. Using data mining for identifying actions vs. targeted segments/lists 18. Tracking and Measuring 19. Implementation and Tracking 20. Developing an Overall Segmentation Strategy 21. Black Box Analytics 22. Digital Analytics- A Data Miner´s Perspective 23. Data Mining Direction and Trends 24. Social Media Analytics 25. Embedding Predictive Analytics into the Corporate Culture

---

"Business managers and decision makers have been in need of a book on data mining, and voila! This industry overview is unique in serving the needs of the consummate businessperson, differentiating it from the many introductions for would-be hands-on, technical practitioners. Boire has formed a conceptually rich and insightful compendium that delivers a pragmatic perspective on both the tactical and strategic value of data mining and predictive analytics." - Eric Siegel, founder of Predictive Analytics World and author of Predictive Analytics: The Power to Predict Who Will Click, Buy, Lie, or Die

"Boire provides a straightforward and disciplined overview of the practice of data mining. Whether you are dealing with large or small data sets, tomorrow´s business leaders will be the ones that extract the most value from their customer information. Boire leverages his extensive experience as a practitioner to help the reader take a measured approach while providing a unique view of data mining." - Bryan Pearson, President and Chief Executive Officer, LoyaltyOne

"Terms like ´analytics´, ´data mining´, and ´modeling´ evoke fear in the heart of many a traditional marketer. Instead of focusing solely on techniques, Boire organizes his content around types of management decisions. In the process, he demystifies and explains the rationale and methods used in terms that anyone can understand. A must read for those getting started or looking to round out their expertise." - Kenneth B. Wong, Distinguished Professor of Marketing, Queens University, School of Business

"Data Mining for Managers offers a practical approach to finding data-driven solutions for real-life business challenges without intensive investment of money or resources. This is a must-have book for any business person who wants to use data more effectively to improve business results day in day out." - Anna Percey Dove, SVP Managing Partner, CRM & Customer Experience Cossette

"Boire´s book, using practical examples, simplifies the complexity of interpreting vast amounts of data in a meaningful and practical approach through an easy to follow data mining framework." - Mary Lynn Manton, BTech, MEd, ISP, Co-Chair, School of Information and Communications Technology, Faculty of Applied Science and Engineering Technology, Seneca College of Applied Arts & Technology

---