Data analysis using SQL and Excel

Includes index.

Introduction --
A Data Miner Looks at SQL --
What's in a Table? Getting Started with Data Exploration --
How Different is Different? --
Where is it all Happening? Location, Location, Location --
It is a Matter of Time --
How Long Will Customers Last? Survival Analysis to Understand Customers and Their Value --
Factors Affecting Survival: The What and Why of Customer Tenure --
Customer Purchases and Other Repeated Events --
What's in a Shopping Cart? Market Basket Analysis and Association Rules --
Data Mining Models in SQL --
The Best Fit Line: Linear Regression Models --
Building Customer Signatures for Further Analysis --
Appendix A. Equivalent Constructs Among Databases --
Index.

"Data mining expert Gordon Linoff focuses on these topics and shows you how SQL and Excel can be used to extract business information from relational databases. He begins by taking a look at how data is central to the task of understanding customers, products, and markets, and he then goes on to show you how to use that data to define business dimensions, store transactions about customers, and summarize important data to produce results." "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 you can expect the results to look like." "Throughout the book, critical features of Excel are highlighted, interesting uses of Excel graphics are explained, and dataflows and graphical representations of data processing are used to illustrate how SQL works."--Jacket.