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.

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