744 pages, illustrations
Useful business analysis requires you to effectively transform data into actionable information. Data Analysis Using SQL and Excel helps you use SQL and Excel to extract business information from relational databases and use that data to define business dimensions, store transactions about customers, produce results, and more. Each chapter explains when and why to perform a particular type of business analysis in order to obtain useful results, how to design and perform the analysis using SQL and Excel, and what the results should look like.
Chapter 1 A Data Miner Looks at SQL
Chapter 2 What's In a Table? Getting Started with Data Exploration
Chapter 3 How Different Is Different?
Chapter 4 Where Is It All Happening? Location, Location, Location
Chapter 5 It's a Matter of Time
Chapter 6 How Long Will Customers Last? Survival Analysis to Understand Customers and Their Value
Chapter 7 Factors Affecting Survival: The What and Why of Customer Tenure
Chapter 8 Customer Purchases and Other Repeated Events
Chapter 9 What's in a Shopping Cart? Market Basket Analysis and Association Rules
Chapter 10 Data Mining Models in SQL
Chapter 11 The Best-Fit Line: Linear Regression Models
Chapter 12 Building Customer Signatures for Further Analysis
Appendix Equivalent Constructs Among Databases
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Gordon S. Linoff is a cofounder of Data Miners, Inc., a consultancy specializing in data mining. He is the coauthor of the bestselling Data Mining Techniques , Second Edition, and Mastering Data Mining (both from Wiley). He has more than a decade of experience applying data mining techniques to business problems in marketing and customer relationship management.