Welcome to the Customer and Business Analytics Book Site
You have arrived at the web site for the book Customer and Business Analytics: Applied Data Mining for Business Decision Making Using R, published by Chapman & Hall / CRC Press. On this site we provide data and scripts to accompany the book, a page to list errata to the book as we learn about possible errors, and additional classroom materials for instructors who adopt the book for their courses. In addition, we provide some additional information about ourselves (Dan Putler and Bob Krider), and provide a contact page so you can get in touch with us about any issues you run into with respect to the either the book or the accompanying R packages (BCA and RcmdrPlugin.BCA).
Book ObjectivesThis book has three objectives:
- To provide the reader with an understanding of the types of business problems that advanced analytical tools can address and to provide some insight into the challenges organizations face in taking profitable advantage of these tools.
- To give the reader an intuitive understanding of how different data mining algorithms work. This discussion is largely non-mathematical in nature, however, when we think it is needed to make the methods less "black box", we provide and explain the underlying math.
- To provide the reader with a readily available "hand-on" experience with data mining tools, that can then immediately be used to address the business problems that they face.
This book is intended for two different audiences, but who we think have similar needs. The first is students (and their instructors) in MBA and advanced undergraduate courses in customer and business analytics and applied data mining. The second audience is individuals in small- to medium-size organizations (both businesses and not-for-profits) who want to use data mining tool to go beyond database reporting and OLAP tools in order to improve the performance of their organizations. These individuals may have job titles related to marketing, business development, fund raising, or IT, but all see potential benefits in bring improved analytics capabilities to their organizations. These individuals often face real budget limitations for software and training, both issues this book attempts to address.