Chiu, Susan. <br/><br/>
Data mining and market intelligence for optimal marketing returns  [electronic resource] / 
Susan Chiu, Domingo Tavella. 
 - Amsterdam ;  Boston :  Butterworth-Heinemann/Elsevier,  c2008. 
 - xii, 280 p. :  ill. ;  24 cm. 
<br/><br/>Includes bibliographical references and index. 
<br/><br/>Chapter 1: Introduction: Strategic Importance of Metrics, Marketing Research and Data Mining in Today's Marketing World -- Chapter 2: Marketing Spending Models and Optimization -- Chapter 3: Metric Overview -- Chapter 4: Multi-channel Campaign Performance Reporting and Optimization -- Chapter 5: Understanding the Market through Marketing Research -- Chapter 6: Data and Statistics Overview -- Chapter 7: Introduction to Data Mining -- Chapter 8: Audience Segmentation -- Chapter 9: Data Mining for Customer Acquisition, Retention and Growth: -- Case Study #1 Direct Mail Targeting for New Customer Acquisition -- Case Study #2 Attrition Modeling for Customer Retention -- Case Study #3 Customer Growth Model -- Chapter 10: Data Mining for Cross-Selling and Bundled Marketing: -- Case Study #1 E-Commerce Cross-Sell -- Case Study #2 Online Advertising Promotions -- Chapter 11: Web Analytics -- Chapter 12: Search Marketing Analytics. 
<br/><br/><br/>Electronic reproduction. <br/>Amsterdam : <br/>Elsevier Science & Technology, <br/>2009. <br/>Mode of access: World Wide Web. <br/>System requirements: Web browser. <br/>Title from title screen (viewed on Dec. 3, 2009). <br/>Access may be restricted to users at subscribing institutions. 
<br/><br/><label>ISBN: </label>9780750682343 0750682345 
<br/><br/><label>Source: </label>132626:132746  Elsevier Science & Technology  http://www.sciencedirect.com 
<br/><br/><label>Subjects--Topical Terms: </label><br/>Marketing research.<br/>Data mining.
<br/><br/><label>Index Terms--Genre/Form: </label><br/>Electronic books.
<br/><br/><label>LC Class. No.: </label>HF5415.2  / .C485 2008 
<br/><br/><label>Dewey Class. No.: </label>658.83