Data Mining Techniques So Far…

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Chapter 12 Knowing When to Worry: Hazard Functions and Survival Analysis in Marketing

Data Mining Techniques So Far… Chapter 5 – Statistics Chapter 6 – Decision Trees Chapter 7 – Neural Networks Chapter 8 – Nearest Neighbor Approaches: Memory-Based Reasoning and Collaborative Filtering Chapter 9 – Market Basket Analysis & Association Rules Chapter 10 – Link Analysis Chapter 11 – Automatic Cluster Detection

Survival Analysis Survival Analysis – aka Time-to-Event Analysis – is very valuable for understanding customers Survival tells us when to start worrying about customers Most important facet of customer behavior is the customer’s tenure with us

Announcement The remainder of Chapter 12 will be skipped for this course

End of Chapter 12