Why and what is data mining?
The virtuous cycle of data mining
Data mining methodology and best practices
Data mining applications in marketing and customer relationship management
The lure of statistics: data mining using familiar tools
Decision trees
Artificial neural networks
Nearest neighbor approaches : memory-based reasoning and collaborative filtering
Market basket analysis and association rules
Link analysis
Automatic Cluster detection
Knowing when to worry: hazard functions and survival analysis in marketing
Genetic algorithms
Data mining throughout the customer life cycle
Data warehousing, OLAP, and data mining
Building the data mining environment
Preparing data for mining
Putting data mining to work.