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A Practical Guide to Data Mining for Business and Industry von Ahlemeyer-Stubbe, Andrea (eBook)

  • Erscheinungsdatum: 31.03.2014
  • Verlag: Wiley
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A Practical Guide to Data Mining for Business and Industry

Data mining is well on its way to becoming a recognized discipline in the overlapping areas of IT, statistics, machine learning, and AI. Practical Data Mining for Business presents a user-friendly approach to data mining methods, covering the typical uses to which it is applied. The methodology is complemented by case studies to create a versatile reference book, allowing readers to look for specific methods as well as for specific applications. The book is formatted to allow statisticians, computer scientists, and economists to cross-reference from a particular application or method to sectors of interest.

Produktinformationen

    Format: ePUB
    Kopierschutz: AdobeDRM
    Seitenzahl: 328
    Erscheinungsdatum: 31.03.2014
    Sprache: Englisch
    ISBN: 9781118763377
    Verlag: Wiley
    Größe: 42465kBytes
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A Practical Guide to Data Mining for Business and Industry

Glossary of terms

Accuracy
A measurement of the match (degree of closeness) between predictions and real values.
Address
A unique identifier for a computer or site online, usually a URL for a website or marked with an @ for an email address. Literally, it is how your computer finds a location on the information highway.
Advertising
Paid form of a non-personal communication by industry, business firms, non-profit organisations or individuals delivered through the various media. Advertising is persuasive and informational and is designed to influence the purchasing behaviour and thought patterns of the audience. Advertising may be used in combination with sales promotions, personal selling tactics or publicity. This also includes promotion of a product, service or message by an identified sponsor using paid-for media.
Aggregation
Form of segmentation that assumes most consumers are alike.
Algorithm
The process a search engine applies to web pages so it can accurately produce a list of results based on a search term. Search engines regularly change their algorithms to improve the quality of the search results. Hence, search engine optimisation tends to require constant research and monitoring.
Analytics
A feature that allows you to understand (learn more) a wide range of activity related to your website, your online marketing activities and direct marketing activities. Using analytics provides you with information to help optimise your campaigns, ad groups and keywords, as well as your other online marketing activities, to best meet your business goals.
API
Application Programming Interface, often used to exchange data, for example, with social networks.
Attention
A momentary attraction to a stimulus, something someone senses via sight, sound, touch, smell or taste. Attention is the starting point of the perceptual process in that attention of a stimulus will either cause someone to decide to make sense of it or reject it.
B2B
Business To Business – Business conducted between companies rather than between a company and individual consumers. For example, a firm that makes parts that are sold directly to an automobile manufacturer.
B2C
Business To Consumer – Business conducted between companies and individual consumers rather than between two companies. A retailer such as Tesco or the greengrocer next door is an example of a B2C company.
Banner
Banners are the 468-by-60 pixels ad space on commercial websites that are usually 'hotlinked' to the advertiser's site.
Banner ad
Form of Internet promotion featuring information or special offers for products and services. These small space 'banners' are interactive: when clicked, they open another website where a sale can be finalized. The hosting website of the banner ad often earns money each time someone clicks on the banner ad.
Base period
Period of time applicable to the learning data.
Behavioural targeting
Practice of targeting and ads to groups of people who exhibit similarities not only in their location, gender or age but also in how they act and react in their online environment: tracking areas they frequently visit or subscribe to or subjects or content or shopping categories for which they have registered. Google uses behavioural targeting to direct ads to people based on the sites they have visited.
Benefit
A desirable attribute of goods or services, which customers perceive that they will get from purchasing and consuming or using them. Whereas vendors sell features ('a high-speed 1cm drill bit with tungst

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