Introduction -- Growth of data mining and the data miner -- Data mining in the new economy -- Using data mining for crm evaluation -- The data mining process-problem identification -- The data mining process - creation of the analytical file -- Data mining process-creation of the analytical file : using external data sources -- Data storage and security -- Privacy concerns regarding the use of data -- Types and quality of data -- Segmentation -- Applying data mining techniques -- Gains charts -- Using rfm as one targeting option -- The use of multivariate analysis techniques -- Tracking and measuring -- Implementation and tracking -- Value-based segmentation and the use of chaid -- Black box analytics -- Digital analytics : a data miner's perspective -- Organizational considerations/people and software -- Social media analytics -- Credit cards and risk -- Data mining in retail -- Business to business example -- Financial institution case study -- Using marketing analytics in the travel/entertainment industry -- Data mining for customer loyalty : a perspective -- Text mining : the new data mining frontier -- Analytics and data mining for insurance claim risk -- Future thoughts : the big data discussion and the key roles within analytics.