If you are looking for a "how-to guide" i'd certainly recommend to start
with "DATA MINING TECHNIQUES IN CRM. Inside Customer Segmentation" (Wiley
2009). A comprehensive, SPSS / Clementine based, data mining handbook . It
covers techniques as TwoStep, Cohonen networks, Decision Trees etc. but,
more importantly, it presents real-world data mining applications from
telcos, banking and retail, following the CRISP-DM process model. You can
also check "DISCOVERING KNOWLEDGE IN DATA. An Introduction to Data
Mining", another a Clementine based book.
If someone else has other recommendations, please share with us.
Jack Morgan
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