Data Analysis Using SQL and Excel, 2nd Edition by Linoff, Gordon S. [Paperback]

Description: GORDON S. LINOFF has been working with databases for more decades than he cares to admit. He starting learning about SQL by memorizing the SQL 92 standard while leading a development team (at the now-defunct Thinking Machines Corporation) writing the first high-performance database focused on the complex queries needed for decision support. After that endeavor, Gordon co-founded Data Miners in 1998, a consulting practice devoted to data mining, analytics, and big data. A constant theme in his work is data-and often data in relational databases. His SQL skills have only gotten stronger over the years. In 2014, he was the top contributor to Stack Overflow, the leading question-and-answer-site for technical questions. His other books include the bestselling Data Mining Techniques, Third Edition; Mastering Data Mining; and Mining the Web-which focus on data mining and analysis. This book follows on the popularity of the first edition, with a practical focus on how to actually get and interpret results. 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

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