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TE
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Data Mining Techniques
For Marketing, Sales, and
Customer Relationship
Management
Second Edition

Michael J.A. Berry
Gordon S. Linoff

Data Mining Techniques
For Marketing, Sales, and
Customer Relationship
Management
Second Edition

Michael J.A. Berry
Gordon S. Linoff

Vice President and Executive Group Publisher: Richard Swadley Vice President and Executive Publisher: Bob Ipsen
Vice President and Publisher: Joseph B. Wikert
Executive Editorial Director: Mary Bednarek
Executive Editor: Robert M. Elliott
Editorial Manager: Kathryn A. Malm
Senior Production Editor: Fred Bernardi
Development Editor: Emilie Herman, Erica Weinstein
Production Editor: Felicia Robinson
Media Development Specialist: Laura Carpenter VanWinkle
Text Design & Composition: Wiley Composition Services
Copyright  2004 by Wiley Publishing, Inc., Indianapolis, Indiana All rights reserved.
Published simultaneously in Canada
No part of this publication may be reproduced, stored in a retrieval system, or transmitted in any form or by any means, electronic, mechanical, photocopying, recording, scanning, or otherwise, except as permitted under Section 107 or 108 of the 1976 United States Copyright Act, without either the prior written permission of the Publisher, or authorization through payment of the appropriate per-copy fee to the Copyright Clearance Center, Inc., 222 Rosewood Drive, Danvers, MA 01923, (978) 750-8400, fax (978) 646-8700. Requests to the Pub­ lisher for permission should be addressed to the Legal Department, Wiley Publishing, Inc., 10475 Crosspoint Blvd., Indianapolis, IN 46256, (317) 572-3447, fax (317) 572-4447, E-mail: permcoordinator@wiley.com. Limit of Liability/Disclaimer of Warranty: While the publisher and author have used their best efforts in preparing this book, they make no representations or warranties with respect to the accuracy or completeness of the contents of this book and specifically disclaim any implied warranties of merchantability or fitness for a particular purpose. No warranty may be created or extended by sales representatives or written sales mate­ rials. The advice and strategies contained herein may not be suitable for your situation. You should consult with a professional where appropriate. Neither the publisher nor author shall be liable for any loss of profit or any other commercial damages, including but not limited to special, incidental, consequential, or other damages.

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Library of Congress Cataloging-in-Publication Data:
Berry, Michael J. A.
Data mining techniques : for marketing, sales, and customer
relationship management / Michael J.A. Berry, Gordon Linoff.— 2nd ed. p. cm.
Includes index.
ISBN 0-471-47064-3 (paper/website)
1. Data mining. 2. Marketing—Data processing. 3. Business—Data processing. I. Linoff, Gordon. II. Title.
HF5415.125 .B47 2004
658.8’02—dc22
2003026693
ISBN: 0-471-47064-3
Printed in the United States of America
10 9 8 7 6 5 4 3 2 1

To Stephanie, Sasha, and Nathaniel. Without your patience and understanding, this book would not have been possible.
— Michael

To Puccio. Grazie per essere paziente con me.

Ti amo.

— Gordon

Acknowledgments

We are fortunate to be surrounded by some of the most talented data miners anywhere,...
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