Understanding your customers


So this is my first blog entry relating to my book Customer Segmentation and Clustering Using SAS Enterprise Miner, Second Edition. If you’ve read or are reading my book, I sincerely hope it aids in your understanding of your customers, clients, patients, etc. 

I originally wrote this book because when I first started more serious data mining in the late 1990s, I was looking for a book like this, but didn’t find one!  The examples in the book should give you a better understanding of how to apply a host of data mining methods with applications in Marketing, Customer or Sales Intelligence, Prospecting, and the like. 

My SAS author page has some new items that might interest you.  First, for the experimental SAS Enterprise Miner nodes I’ve added a Chapter 16 addendum. Second, even though I checked my examples over and over and the book was edited, a new errata document shows little errors that made it in the book. For that, my apology, but the errata document will be updated as needed to keep the book up-to-date.  

Finally, although chapter 12 deals with text mining, there is so much more in the area of using both structured and unstructured data in your data and text mining models that are really useful in business.  Look for some helpful tips in that area in the near future!


About Author

Randy Collica

SAS Sr. Solutions Architect, CCE Industries

Mr. Collica received a B.S. degree in electronic engineering from Northern Arizona University in 1982. He has 16 years of experience in the semiconductor manufacturing industry working on yield and product and quality engineering. From 1998 to 2010 he was with Compaq and Hewlett-Packard as a Sr. Business Analyst using Data Mining techniques for customer analytics in the Corp Customer Intelligence department. He is currently a Sr. Solutions Architect for SAS Institute supporting the Communications, Entertainment/Media and High-tech Manufacturing industries. His current interests are in Clustering and Ensemble models, knowledge and data engineering, missing data and imputation, and text mining techniques for use in business and customer intelligence. He has authored and co-authored 11 articles and a book - Customer Segmentation and Clustering Using SAS Enterprise Miner, Second Edition. Mr. Collica is also a member of the International Institute of Forecasters and a past member of the IEEE.

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