Data Analysis Using SQL and Excel (Paperback, 2, Revised)

Foreword xxxiii

Introduction xxxvii

Chapter 1 A Data Miner Looks at SQL 1

Chapter 2 What’s in a Table? Getting Started with Data Exploration 49

Chapter 3 How Different Is Different? 97

Chapter 4 Where Is It All Happening? Location, Location, Location 145

Chapter 5 It’s a Matter of Time 197

Chapter 6 How Long Will Customers Last? Survival Analysis to Understand Customers and Their Value 255

Chapter 7 Factors Affecting Survival: The What and Why of Customer Tenure 315

Chapter 8 Customer Purchases and Other Repeated Events 367

Chapter 9 What’s in a Shopping Cart? Market Basket Analysis 421

Chapter 10 Association Rules and Beyond 465

Chapter 11 Data Mining Models in SQL 507

Chapter 12 The Best-Fit Line: Linear Regression Models 561

Chapter 13 Building Customer Signatures for Further Analysis 609

Chapter 14 Performance Is the Issue: Using SQL Effectively 655

Appendix Equivalent Constructs Among Databases 703

Index 731