UNIT I Data Mining Applications in Marketing
Data Mining & Business Process – Commercial Data Mining Software Products – Virtuous Cycle of Data Mining – Data Mining Applications in Marketing – Customer Life Cycle – Customer Acquisition – Customer Relationship Management
UNIT II Data Mining Process & Techniques
Data Mining Process – Hypothesis Testing – Explanatory Data Analysis – Data Mining Techniques – Measuring Data – Categorical Values – Measuring Response – Bonferroni’s Correlation – Chi-Square Test
UNIT III Descriptions, Prediction & Pattern Discovery
Profiling and Predictive Modeling – Directed Data Mining Methodology – Pattern Discovery and Data Mining – Directed Techniques – Data Exploration – Simulation, Forecasting & Agent-Based Modeling – Undirected Data Mining
UNIT IV Automatic Cluster Detection and Market Basket Analysis
Customer Segmentation and Clustering – K-Means Clustering Algorithm – Interpreting Clusters – Defining Market Basket Analysis – Association Analysis – Cross Selling – Sequential Pattern Analysis
UNIT V Link Analysis, OLAP and Analytic Sandboxes
Basic Graph Theory – The Traveling Salesman Problem – Social Network Analysis – Data Warehousing – Data Mart – Analytic Sandboxes – OLAP – Building Customer Signatures
Learning Resources
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