BUS 317 - Data Mining for Sales, Marketing and Customer Relationship Management

Credits: 4
Prerequisites: INTR 201, INTR 202 or equivalent, and at least junior standing. This course provides an introduction and overview to data mining as a means to understanding customers (existing and potential) in a broad sense, rather than focusing on underlying theory. Many organizations have a wealth of data residing in their databases. Business data mining is the process of collecting and turning this resource into business value. Basic data-mining methods have broad applications: market-basket analysis of scanner data, customer relationship management, churn analysis, direct marketing, fraud detection, click-stream web mining, personalization and recommendation systems, risk management, and credit scoring. The course provides hands-on experience in applying these techniques to practical real-world business problems using commercial data-mining software. Ballenger