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 Customer Reviews
Easy to follow ad understand, 15 Sep 2006
I bought this book along with another on this very broad subject and found both of them to be equally helpful in understanding the whole search traffic subject. This book was the most comprehansive out of the two and by the time I had finished it I actually felt like I had attended a course in the subject. For those that already have some knowledge of the subject then you may find this book a bit too basic. A big thump up, 28 Jul 2006
Search engine marketing inc. is a very comprehensive guide to develop a search marketing plan on the strategy level. It introduces several new concepts for keyword-demand and supply and how to research keyword demand potential. As both authors are professional search marketers, they know what they talk about. This book specially focuses on the organic and paid search campaigns for the bigger companies. It discusses the organisational pitfalls of big organisations and how to coop with them. A lot of SEO, keyword and link building software tools is reviewed too. A big thump up for Bill Hunt and Mike Moran.
Drs. K Deelstra Seo expert InternetEffect, the Netherlands and author of the Dutch book about search marketing "Handboek zoekmachinemarketing". The comprehensive manual, 11 Jan 2006
This book represents a very good and concise manual for anyone wanting to learn about the entire field of search engine marketing. It's very comprehensive in terms of topics covered and references to available software tools, but personally I had expected much more in the way of sophisticated how to guides for search marketing issues - specific platform related hacks, code snippets etc and in this area I felt it lacked. If you already have good experience in the search marketing sector you might find the book a bit more basic than you'd expect, if you haven't then definitely buy it.
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Customer Reviews
Easy to follow ad understand, 15 Sep 2006
I bought this book along with another on this very broad subject and found both of them to be equally helpful in understanding the whole search traffic subject. This book was the most comprehansive out of the two and by the time I had finished it I actually felt like I had attended a course in the subject. For those that already have some knowledge of the subject then you may find this book a bit too basic. A big thump up, 28 Jul 2006
Search engine marketing inc. is a very comprehensive guide to develop a search marketing plan on the strategy level. It introduces several new concepts for keyword-demand and supply and how to research keyword demand potential. As both authors are professional search marketers, they know what they talk about. This book specially focuses on the organic and paid search campaigns for the bigger companies. It discusses the organisational pitfalls of big organisations and how to coop with them. A lot of SEO, keyword and link building software tools is reviewed too. A big thump up for Bill Hunt and Mike Moran.
Drs. K Deelstra Seo expert InternetEffect, the Netherlands and author of the Dutch book about search marketing "Handboek zoekmachinemarketing". The comprehensive manual, 11 Jan 2006
This book represents a very good and concise manual for anyone wanting to learn about the entire field of search engine marketing. It's very comprehensive in terms of topics covered and references to available software tools, but personally I had expected much more in the way of sophisticated how to guides for search marketing issues - specific platform related hacks, code snippets etc and in this area I felt it lacked. If you already have good experience in the search marketing sector you might find the book a bit more basic than you'd expect, if you haven't then definitely buy it.
Combine market research and database analytics !, 11 Oct 2005
This book is the first to bring these two disciplines together. To achieve real consumer insights both are required, but required to work together (which they rarely do). The case studies in this book show how best practices are applied across different industries and throughout the world, using not only the latest techniques but also widely available tools. Reading this book can save you learning the hard way - gain years of insight and personal experience the fast way.
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Customer Reviews
Easy to follow ad understand, 15 Sep 2006
I bought this book along with another on this very broad subject and found both of them to be equally helpful in understanding the whole search traffic subject. This book was the most comprehansive out of the two and by the time I had finished it I actually felt like I had attended a course in the subject. For those that already have some knowledge of the subject then you may find this book a bit too basic. A big thump up, 28 Jul 2006
Search engine marketing inc. is a very comprehensive guide to develop a search marketing plan on the strategy level. It introduces several new concepts for keyword-demand and supply and how to research keyword demand potential. As both authors are professional search marketers, they know what they talk about. This book specially focuses on the organic and paid search campaigns for the bigger companies. It discusses the organisational pitfalls of big organisations and how to coop with them. A lot of SEO, keyword and link building software tools is reviewed too. A big thump up for Bill Hunt and Mike Moran.
Drs. K Deelstra Seo expert InternetEffect, the Netherlands and author of the Dutch book about search marketing "Handboek zoekmachinemarketing". The comprehensive manual, 11 Jan 2006
This book represents a very good and concise manual for anyone wanting to learn about the entire field of search engine marketing. It's very comprehensive in terms of topics covered and references to available software tools, but personally I had expected much more in the way of sophisticated how to guides for search marketing issues - specific platform related hacks, code snippets etc and in this area I felt it lacked. If you already have good experience in the search marketing sector you might find the book a bit more basic than you'd expect, if you haven't then definitely buy it.
Combine market research and database analytics !, 11 Oct 2005
This book is the first to bring these two disciplines together. To achieve real consumer insights both are required, but required to work together (which they rarely do). The case studies in this book show how best practices are applied across different industries and throughout the world, using not only the latest techniques but also widely available tools. Reading this book can save you learning the hard way - gain years of insight and personal experience the fast way.
The best overview of Oracle Financials, 31 Jan 2002
I read this book about 6 months into an Oracle Financials assignment - I could have done with it at the start. A very good overview of Oracle Financials - not much point in reading it after that - certainly isn't a 'Handbook' as such.
Good overview and highlights on certain topics, 21 Jul 1999
I think that it is great that books on Oracle Applications are being published as there are not many out there. I bought this one and have passed it onto colleagues who are new to Applications. Looking forward to reading and using the one from Que in Sept/Oct. Books such as this compliment the Oracle manuals, user groups and various web sites/ newsgroups that are out there focusing on Oracle Applications. As support would tell you "your issue is not a bug but a consultancy/ implmentation issue". The more information available from consultants who have or do work with Apps the wealthier the Apps community.
Good book with wrong name, 21 Jun 1999
If this book is called "Oracle Financials Overview" it would be an excelent one. But there is no way in hell this is a "handbook" because there is nothing inside to make you use this book more than once. It is good just to give you an overview (but good one indeed). And what "planning and implementation" (from the book title) are you talking about? Again, this is an Overview and nothing else!
Not for the Technical, 07 Jun 1999
A good book for those who want to know WHAT the financials suite of applications are for, but not for those who need to delve into the intricacies of installation or day-to-day management aspects.
Excellent Introduction, 28 May 1999
For those critics of you out there who think that this book was not this or not that, especially the reader from Port Arthur in Tasmania, I suggest you buy an Oracle Reference Manual or Users guide. Get real! This book gives a great introduction to the core Oracle Applications and I believe it was well done. It introduces the business and Functional side to Oracle Financials. For those pretentious readers who can't spell Oracle read the cover "Oracle Financials Handbook" - "Planning and Implementing the Oracle Financial Applications Suite" No where does it say Technical Reference Manual. I'd like to see these half baked consultants write ANYTHING half as good. Well done David and Graham. If anyone cares to discuss this work email me and we'll "CHAT"
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Customer Reviews
Easy to follow ad understand, 15 Sep 2006
I bought this book along with another on this very broad subject and found both of them to be equally helpful in understanding the whole search traffic subject. This book was the most comprehansive out of the two and by the time I had finished it I actually felt like I had attended a course in the subject. For those that already have some knowledge of the subject then you may find this book a bit too basic. A big thump up, 28 Jul 2006
Search engine marketing inc. is a very comprehensive guide to develop a search marketing plan on the strategy level. It introduces several new concepts for keyword-demand and supply and how to research keyword demand potential. As both authors are professional search marketers, they know what they talk about. This book specially focuses on the organic and paid search campaigns for the bigger companies. It discusses the organisational pitfalls of big organisations and how to coop with them. A lot of SEO, keyword and link building software tools is reviewed too. A big thump up for Bill Hunt and Mike Moran.
Drs. K Deelstra Seo expert InternetEffect, the Netherlands and author of the Dutch book about search marketing "Handboek zoekmachinemarketing". The comprehensive manual, 11 Jan 2006
This book represents a very good and concise manual for anyone wanting to learn about the entire field of search engine marketing. It's very comprehensive in terms of topics covered and references to available software tools, but personally I had expected much more in the way of sophisticated how to guides for search marketing issues - specific platform related hacks, code snippets etc and in this area I felt it lacked. If you already have good experience in the search marketing sector you might find the book a bit more basic than you'd expect, if you haven't then definitely buy it.
Combine market research and database analytics !, 11 Oct 2005
This book is the first to bring these two disciplines together. To achieve real consumer insights both are required, but required to work together (which they rarely do). The case studies in this book show how best practices are applied across different industries and throughout the world, using not only the latest techniques but also widely available tools. Reading this book can save you learning the hard way - gain years of insight and personal experience the fast way.
The best overview of Oracle Financials, 31 Jan 2002
I read this book about 6 months into an Oracle Financials assignment - I could have done with it at the start. A very good overview of Oracle Financials - not much point in reading it after that - certainly isn't a 'Handbook' as such.
Good overview and highlights on certain topics, 21 Jul 1999
I think that it is great that books on Oracle Applications are being published as there are not many out there. I bought this one and have passed it onto colleagues who are new to Applications. Looking forward to reading and using the one from Que in Sept/Oct. Books such as this compliment the Oracle manuals, user groups and various web sites/ newsgroups that are out there focusing on Oracle Applications. As support would tell you "your issue is not a bug but a consultancy/ implmentation issue". The more information available from consultants who have or do work with Apps the wealthier the Apps community.
Good book with wrong name, 21 Jun 1999
If this book is called "Oracle Financials Overview" it would be an excelent one. But there is no way in hell this is a "handbook" because there is nothing inside to make you use this book more than once. It is good just to give you an overview (but good one indeed). And what "planning and implementation" (from the book title) are you talking about? Again, this is an Overview and nothing else!
Not for the Technical, 07 Jun 1999
A good book for those who want to know WHAT the financials suite of applications are for, but not for those who need to delve into the intricacies of installation or day-to-day management aspects.
Excellent Introduction, 28 May 1999
For those critics of you out there who think that this book was not this or not that, especially the reader from Port Arthur in Tasmania, I suggest you buy an Oracle Reference Manual or Users guide. Get real! This book gives a great introduction to the core Oracle Applications and I believe it was well done. It introduces the business and Functional side to Oracle Financials. For those pretentious readers who can't spell Oracle read the cover "Oracle Financials Handbook" - "Planning and Implementing the Oracle Financial Applications Suite" No where does it say Technical Reference Manual. I'd like to see these half baked consultants write ANYTHING half as good. Well done David and Graham. If anyone cares to discuss this work email me and we'll "CHAT"
Practitioner Says , 23 Jan 2008
I have a Direct Marketing and Promotion company based in Asia. We have customers all over the world and we engage in any aspect of promotion you care to mention, from 1M+ eDM to above and below promotion to events management. This book acts as a bible for our firm - we use it for internal training as well as a means of common ground with our client base. It literally covers everything you would care to know.
Everything that *really* matters is in here - most of all what it takes to build the crucial foundation upon which all promotion and Direct Marketing efforts rest -> Having a prospects database that is correctly formed, targeted and then alerted to the merits of whatever is being promoted.
The most useful and practical feature of this book is how it focuses not on technologies - which can and do evolve quickly - but rather on the aspects of Direct Marketing and Promotion that are timeless...the human experience of convincing someone who doesn't know you to accept your message. As long as humans roam the earth, the essence of our exchange-based economy will remain rooted in the messages contained in this book.
Good but needs updating, 18 Feb 2004
This is a good guide to the underlying principles of Direct Marketing and it is nicely structured, it builds on each chapter to create a sound understanding. However, with the recent changes in the industry and the shift towards more online DM it is beginning to show its age slightly. Apart from that, very good.
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Customer Reviews
Easy to follow ad understand, 15 Sep 2006
I bought this book along with another on this very broad subject and found both of them to be equally helpful in understanding the whole search traffic subject. This book was the most comprehansive out of the two and by the time I had finished it I actually felt like I had attended a course in the subject. For those that already have some knowledge of the subject then you may find this book a bit too basic. A big thump up, 28 Jul 2006
Search engine marketing inc. is a very comprehensive guide to develop a search marketing plan on the strategy level. It introduces several new concepts for keyword-demand and supply and how to research keyword demand potential. As both authors are professional search marketers, they know what they talk about. This book specially focuses on the organic and paid search campaigns for the bigger companies. It discusses the organisational pitfalls of big organisations and how to coop with them. A lot of SEO, keyword and link building software tools is reviewed too. A big thump up for Bill Hunt and Mike Moran.
Drs. K Deelstra Seo expert InternetEffect, the Netherlands and author of the Dutch book about search marketing "Handboek zoekmachinemarketing". The comprehensive manual, 11 Jan 2006
This book represents a very good and concise manual for anyone wanting to learn about the entire field of search engine marketing. It's very comprehensive in terms of topics covered and references to available software tools, but personally I had expected much more in the way of sophisticated how to guides for search marketing issues - specific platform related hacks, code snippets etc and in this area I felt it lacked. If you already have good experience in the search marketing sector you might find the book a bit more basic than you'd expect, if you haven't then definitely buy it.
Combine market research and database analytics !, 11 Oct 2005
This book is the first to bring these two disciplines together. To achieve real consumer insights both are required, but required to work together (which they rarely do). The case studies in this book show how best practices are applied across different industries and throughout the world, using not only the latest techniques but also widely available tools. Reading this book can save you learning the hard way - gain years of insight and personal experience the fast way.
The best overview of Oracle Financials, 31 Jan 2002
I read this book about 6 months into an Oracle Financials assignment - I could have done with it at the start. A very good overview of Oracle Financials - not much point in reading it after that - certainly isn't a 'Handbook' as such.
Good overview and highlights on certain topics, 21 Jul 1999
I think that it is great that books on Oracle Applications are being published as there are not many out there. I bought this one and have passed it onto colleagues who are new to Applications. Looking forward to reading and using the one from Que in Sept/Oct. Books such as this compliment the Oracle manuals, user groups and various web sites/ newsgroups that are out there focusing on Oracle Applications. As support would tell you "your issue is not a bug but a consultancy/ implmentation issue". The more information available from consultants who have or do work with Apps the wealthier the Apps community.
Good book with wrong name, 21 Jun 1999
If this book is called "Oracle Financials Overview" it would be an excelent one. But there is no way in hell this is a "handbook" because there is nothing inside to make you use this book more than once. It is good just to give you an overview (but good one indeed). And what "planning and implementation" (from the book title) are you talking about? Again, this is an Overview and nothing else!
Not for the Technical, 07 Jun 1999
A good book for those who want to know WHAT the financials suite of applications are for, but not for those who need to delve into the intricacies of installation or day-to-day management aspects.
Excellent Introduction, 28 May 1999
For those critics of you out there who think that this book was not this or not that, especially the reader from Port Arthur in Tasmania, I suggest you buy an Oracle Reference Manual or Users guide. Get real! This book gives a great introduction to the core Oracle Applications and I believe it was well done. It introduces the business and Functional side to Oracle Financials. For those pretentious readers who can't spell Oracle read the cover "Oracle Financials Handbook" - "Planning and Implementing the Oracle Financial Applications Suite" No where does it say Technical Reference Manual. I'd like to see these half baked consultants write ANYTHING half as good. Well done David and Graham. If anyone cares to discuss this work email me and we'll "CHAT"
Practitioner Says , 23 Jan 2008
I have a Direct Marketing and Promotion company based in Asia. We have customers all over the world and we engage in any aspect of promotion you care to mention, from 1M+ eDM to above and below promotion to events management. This book acts as a bible for our firm - we use it for internal training as well as a means of common ground with our client base. It literally covers everything you would care to know.
Everything that *really* matters is in here - most of all what it takes to build the crucial foundation upon which all promotion and Direct Marketing efforts rest -> Having a prospects database that is correctly formed, targeted and then alerted to the merits of whatever is being promoted.
The most useful and practical feature of this book is how it focuses not on technologies - which can and do evolve quickly - but rather on the aspects of Direct Marketing and Promotion that are timeless...the human experience of convincing someone who doesn't know you to accept your message. As long as humans roam the earth, the essence of our exchange-based economy will remain rooted in the messages contained in this book.
Good but needs updating, 18 Feb 2004
This is a good guide to the underlying principles of Direct Marketing and it is nicely structured, it builds on each chapter to create a sound understanding. However, with the recent changes in the industry and the shift towards more online DM it is beginning to show its age slightly. Apart from that, very good.
A must-have book for your technical library, 06 Jul 2007
Anyone interested in automating and improving decisions should have this book. It is one of the classic works on data mining and well worth the read.
I really liked the book both because it is well written and because, although it drilled into a fair amount of detail about some of the techniques, it started each new section off at a high level. This allows someone without a statistical background, such as me, to read as far as I can in each section and then skip ahead to the next technique. This is a nice change from books that simply get more and more detailed as page follows page, preventing you from gaining an overview of the subject.
The book introduces data mining and a methodology for applying it, talks about some of the applications in "Marketing, Sales, and Customer Relationship Management" (as the subtitle puts it), walks through some statistical techniques and then spends the bulk of the book on various data mining techniques. It wraps up with a nice summary of how data mining plays with other technologies and with some practical advice on getting started.
One of the best summaries of where data mining fits is given early in the book where an enterprise is encouraged to:
- Notice what its customers are doing
- Remember what it and its customers have done over time
- Learn from what it has remembered
- Act on what if has learned to make customers more profitable
The authors point out that Data Mining is focused on the "Learn" stage or, as they put it data mining suggests but businesses decide.
The methodology section, and the subsequent notes that relate to applying these techniques in real life, talked about the feedback loops between steps in data mining - there is not a linear "waterfall" sequence of steps but constant iteration and learning. They also emphasized the importance of finding the right business problem at the beginning - start as someone once said, with the end in mind. This was reiterated when they quote Voltaire who said "Le mieux est l'ennemi du bien" ("The best is the enemy of good"). In other words, don't get hung up on trying to find the perfect algorithm, perfect answer. Instead build something that is good, that works, and learn and improve over time.
The authors made a big point out of the value of data mining for "mass intimacy", where you want to treat customers differently and there is a business reason to do so but where customers are too numerous to be assigned to staff. One of the issues they pointed out was that staff must be trained in customer interaction skills while also using all the data you have. The value of data mining in building a customer-centric organization cannot be overestimated.
The best intro to data mining I know of, 13 May 2007
This book does what few others manage - namely, go through an immense amount of material using almost no math at all, so it's a pleasure to read, and discussing not just what the techniques are, but what they do, what they're good for, and what weaknesses each has.
On the other hand, the book gives enough detail on each method that it's completely clear how the math goes, and I could (and did) write the math easily for the methods I was interested in.
Excellent book taking Statistical headache out of Datamining, 06 Dec 2001
As a DM Consultant, this book is a must read for anybody new to Data Mining, who wants to fully understand the techniques but doesn't want to get bogged down in specific statistical methods and algorythms. Totally business focused which will leave academics frustrated.
Excellent discussion of a wide variety of techniques, 10 Jul 2001
Provides an excellent discussion of a wide variety of techniques and their applicability to business problems.
Not mathematical enough., 25 Feb 1999
Very disappointing, if you're looking for a mathematically oriented book. In fact it avoids math like the plague. It's therefore ideally suited to: (a) project managers who don't really want to do any serious work themselves, and (b) people who want to drop words at cocktail parties to impress people. Totally unsuited to the serious researcher.
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Customer Reviews
Easy to follow ad understand, 15 Sep 2006
I bought this book along with another on this very broad subject and found both of them to be equally helpful in understanding the whole search traffic subject. This book was the most comprehansive out of the two and by the time I had finished it I actually felt like I had attended a course in the subject. For those that already have some knowledge of the subject then you may find this book a bit too basic. A big thump up, 28 Jul 2006
Search engine marketing inc. is a very comprehensive guide to develop a search marketing plan on the strategy level. It introduces several new concepts for keyword-demand and supply and how to research keyword demand potential. As both authors are professional search marketers, they know what they talk about. This book specially focuses on the organic and paid search campaigns for the bigger companies. It discusses the organisational pitfalls of big organisations and how to coop with them. A lot of SEO, keyword and link building software tools is reviewed too. A big thump up for Bill Hunt and Mike Moran.
Drs. K Deelstra Seo expert InternetEffect, the Netherlands and author of the Dutch book about search marketing "Handboek zoekmachinemarketing". The comprehensive manual, 11 Jan 2006
This book represents a very good and concise manual for anyone wanting to learn about the entire field of search engine marketing. It's very comprehensive in terms of topics covered and references to available software tools, but personally I had expected much more in the way of sophisticated how to guides for search marketing issues - specific platform related hacks, code snippets etc and in this area I felt it lacked. If you already have good experience in the search marketing sector you might find the book a bit more basic than you'd expect, if you haven't then definitely buy it.
Combine market research and database analytics !, 11 Oct 2005
This book is the first to bring these two disciplines together. To achieve real consumer insights both are required, but required to work together (which they rarely do). The case studies in this book show how best practices are applied across different industries and throughout the world, using not only the latest techniques but also widely available tools. Reading this book can save you learning the hard way - gain years of insight and personal experience the fast way.
The best overview of Oracle Financials, 31 Jan 2002
I read this book about 6 months into an Oracle Financials assignment - I could have done with it at the start. A very good overview of Oracle Financials - not much point in reading it after that - certainly isn't a 'Handbook' as such.
Good overview and highlights on certain topics, 21 Jul 1999
I think that it is great that books on Oracle Applications are being published as there are not many out there. I bought this one and have passed it onto colleagues who are new to Applications. Looking forward to reading and using the one from Que in Sept/Oct. Books such as this compliment the Oracle manuals, user groups and various web sites/ newsgroups that are out there focusing on Oracle Applications. As support would tell you "your issue is not a bug but a consultancy/ implmentation issue". The more information available from consultants who have or do work with Apps the wealthier the Apps community.
Good book with wrong name, 21 Jun 1999
If this book is called "Oracle Financials Overview" it would be an excelent one. But there is no way in hell this is a "handbook" because there is nothing inside to make you use this book more than once. It is good just to give you an overview (but good one indeed). And what "planning and implementation" (from the book title) are you talking about? Again, this is an Overview and nothing else!
Not for the Technical, 07 Jun 1999
A good book for those who want to know WHAT the financials suite of applications are for, but not for those who need to delve into the intricacies of installation or day-to-day management aspects.
Excellent Introduction, 28 May 1999
For those critics of you out there who think that this book was not this or not that, especially the reader from Port Arthur in Tasmania, I suggest you buy an Oracle Reference Manual or Users guide. Get real! This book gives a great introduction to the core Oracle Applications and I believe it was well done. It introduces the business and Functional side to Oracle Financials. For those pretentious readers who can't spell Oracle read the cover "Oracle Financials Handbook" - "Planning and Implementing the Oracle Financial Applications Suite" No where does it say Technical Reference Manual. I'd like to see these half baked consultants write ANYTHING half as good. Well done David and Graham. If anyone cares to discuss this work email me and we'll "CHAT"
Practitioner Says , 23 Jan 2008
I have a Direct Marketing and Promotion company based in Asia. We have customers all over the world and we engage in any aspect of promotion you care to mention, from 1M+ eDM to above and below promotion to events management. This book acts as a bible for our firm - we use it for internal training as well as a means of common ground with our client base. It literally covers everything you would care to know.
Everything that *really* matters is in here - most of all what it takes to build the crucial foundation upon which all promotion and Direct Marketing efforts rest -> Having a prospects database that is correctly formed, targeted and then alerted to the merits of whatever is being promoted.
The most useful and practical feature of this book is how it focuses not on technologies - which can and do evolve quickly - but rather on the aspects of Direct Marketing and Promotion that are timeless...the human experience of convincing someone who doesn't know you to accept your message. As long as humans roam the earth, the essence of our exchange-based economy will remain rooted in the messages contained in this book.
Good but needs updating, 18 Feb 2004
This is a good guide to the underlying principles of Direct Marketing and it is nicely structured, it builds on each chapter to create a sound understanding. However, with the recent changes in the industry and the shift towards more online DM it is beginning to show its age slightly. Apart from that, very good.
A must-have book for your technical library, 06 Jul 2007
Anyone interested in automating and improving decisions should have this book. It is one of the classic works on data mining and well worth the read.
I really liked the book both because it is well written and because, although it drilled into a fair amount of detail about some of the techniques, it started each new section off at a high level. This allows someone without a statistical background, such as me, to read as far as I can in each section and then skip ahead to the next technique. This is a nice change from books that simply get more and more detailed as page follows page, preventing you from gaining an overview of the subject.
The book introduces data mining and a methodology for applying it, talks about some of the applications in "Marketing, Sales, and Customer Relationship Management" (as the subtitle puts it), walks through some statistical techniques and then spends the bulk of the book on various data mining techniques. It wraps up with a nice summary of how data mining plays with other technologies and with some practical advice on getting started.
One of the best summaries of where data mining fits is given early in the book where an enterprise is encouraged to:
- Notice what its customers are doing
- Remember what it and its customers have done over time
- Learn from what it has remembered
- Act on what if has learned to make customers more profitable
The authors point out that Data Mining is focused on the "Learn" stage or, as they put it data mining suggests but businesses decide.
The methodology section, and the subsequent notes that relate to applying these techniques in real life, talked about the feedback loops between steps in data mining - there is not a linear "waterfall" sequence of steps but constant iteration and learning. They also emphasized the importance of finding the right business problem at the beginning - start as someone once said, with the end in mind. This was reiterated when they quote Voltaire who said "Le mieux est l'ennemi du bien" ("The best is the enemy of good"). In other words, don't get hung up on trying to find the perfect algorithm, perfect answer. Instead build something that is good, that works, and learn and improve over time.
The authors made a big point out of the value of data mining for "mass intimacy", where you want to treat customers differently and there is a business reason to do so but where customers are too numerous to be assigned to staff. One of the issues they pointed out was that staff must be trained in customer interaction skills while also using all the data you have. The value of data mining in building a customer-centric organization cannot be overestimated.
The best intro to data mining I know of, 13 May 2007
This book does what few others manage - namely, go through an immense amount of material using almost no math at all, so it's a pleasure to read, and discussing not just what the techniques are, but what they do, what they're good for, and what weaknesses each has.
On the other hand, the book gives enough detail on each method that it's completely clear how the math goes, and I could (and did) write the math easily for the methods I was interested in.
Excellent book taking Statistical headache out of Datamining, 06 Dec 2001
As a DM Consultant, this book is a must read for anybody new to Data Mining, who wants to fully understand the techniques but doesn't want to get bogged down in specific statistical methods and algorythms. Totally business focused which will leave academics frustrated.
Excellent discussion of a wide variety of techniques, 10 Jul 2001
Provides an excellent discussion of a wide variety of techniques and their applicability to business problems.
Not mathematical enough., 25 Feb 1999
Very disappointing, if you're looking for a mathematically oriented book. In fact it avoids math like the plague. It's therefore ideally suited to: (a) project managers who don't really want to do any serious work themselves, and (b) people who want to drop words at cocktail parties to impress people. Totally unsuited to the serious researcher.
If you only choose 3 data mining books - make this one of them, 21 May 2006
The most visible applications of data mining are clearly in the fields relating to customer management and marketing. In this book, like others, the authors demystified the landscape of the subject and helped to steer and skill the CRM workforce.
The material is well written and, in my opinion, achieves its aims at the right level. Books like this are not well endorsed for no reason. Be compelled to purchase, highly recommended.
Like most purchases, look for more recent coverage of the subject first. The application of data mining to CRM is still indeed evolving, although new insight in this area is beginning to dwain as the process and techniques have matured and somewhat commoditised.
Clear introduction for general IT professionals and managers, 03 Oct 2003
Probably their best book yet; definitely buy this - you will enjoy the read. If you are an IT professional or manager with some understanding of modern commercial IT, then you will find this straightforward - others will find the books technical content is easy to understand. Berry and Linhoff start with easy to understand pictorial descriptions of the core concepts of data mining, with clear worked examples on real business data. Screenshots and usage descriptions are given for some leading data mining tools such as Clementine, Enterprise Miner and Mineset. The Case Studies section is superb, covering well explained examples of how to apply these techniques in:
-On-line Retail banking
-Mobile Telephony
-Fixed line Telecommunications
-Manufactuing
-Retail sales The book is also notable for its discussions around data preparation for data mining. In particular it is one of the few books to discuss in detail how to handle very large data volumes using the Ab Initio product set. It gives an excellent non-technical introduction to parallel processing in a bulk data movement (or "ETL") context, identifying areas where SQL databases would not be able to provide the same functionality. I borrowed a friend's, then bought my own.
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Customer Reviews
Easy to follow ad understand, 15 Sep 2006
I bought this book along with another on this very broad subject and found both of them to be equally helpful in understanding the whole search traffic subject. This book was the most comprehansive out of the two and by the time I had finished it I actually felt like I had attended a course in the subject. For those that already have some knowledge of the subject then you may find this book a bit too basic. A big thump up, 28 Jul 2006
Search engine marketing inc. is a very comprehensive guide to develop a search marketing plan on the strategy level. It introduces several new concepts for keyword-demand and supply and how to research keyword demand potential. As both authors are professional search marketers, they know what they talk about. This book specially focuses on the organic and paid search campaigns for the bigger companies. It discusses the organisational pitfalls of big organisations and how to coop with them. A lot of SEO, keyword and link building software tools is reviewed too. A big thump up for Bill Hunt and Mike Moran.
Drs. K Deelstra Seo expert InternetEffect, the Netherlands and author of the Dutch book about search marketing "Handboek zoekmachinemarketing". The comprehensive manual, 11 Jan 2006
This book represents a very good and concise manual for anyone wanting to learn about the entire field of search engine marketing. It's very comprehensive in terms of topics covered and references to available software tools, but personally I had expected much more in the way of sophisticated how to guides for search marketing issues - specific platform related hacks, code snippets etc and in this area I felt it lacked. If you already have good experience in the search marketing sector you might find the book a bit more basic than you'd expect, if you haven't then definitely buy it.
Combine market research and database analytics !, 11 Oct 2005
This book is the first to bring these two disciplines together. To achieve real consumer insights both are required, but required to work together (which they rarely do). The case studies in this book show how best practices are applied across different industries and throughout the world, using not only the latest techniques but also widely available tools. Reading this book can save you learning the hard way - gain years of insight and personal experience the fast way.
The best overview of Oracle Financials, 31 Jan 2002
I read this book about 6 months into an Oracle Financials assignment - I could have done with it at the start. A very good overview of Oracle Financials - not much point in reading it after that - certainly isn't a 'Handbook' as such.
Good overview and highlights on certain topics, 21 Jul 1999
I think that it is great that books on Oracle Applications are being published as there are not many out there. I bought this one and have passed it onto colleagues who are new to Applications. Looking forward to reading and using the one from Que in Sept/Oct. Books such as this compliment the Oracle manuals, user groups and various web sites/ newsgroups that are out there focusing on Oracle Applications. As support would tell you "your issue is not a bug but a consultancy/ implmentation issue". The more information available from consultants who have or do work with Apps the wealthier the Apps community.
Good book with wrong name, 21 Jun 1999
If this book is called "Oracle Financials Overview" it would be an excelent one. But there is no way in hell this is a "handbook" because there is nothing inside to make you use this book more than once. It is good just to give you an overview (but good one indeed). And what "planning and implementation" (from the book title) are you talking about? Again, this is an Overview and nothing else!
Not for the Technical, 07 Jun 1999
A good book for those who want to know WHAT the financials suite of applications are for, but not for those who need to delve into the intricacies of installation or day-to-day management aspects.
Excellent Introduction, 28 May 1999
For those critics of you out there who think that this book was not this or not that, especially the reader from Port Arthur in Tasmania, I suggest you buy an Oracle Reference Manual or Users guide. Get real! This book gives a great introduction to the core Oracle Applications and I believe it was well done. It introduces the business and Functional side to Oracle Financials. For those pretentious readers who can't spell Oracle read the cover "Oracle Financials Handbook" - "Planning and Implementing the Oracle Financial Applications Suite" No where does it say Technical Reference Manual. I'd like to see these half baked consultants write ANYTHING half as good. Well done David and Graham. If anyone cares to discuss this work email me and we'll "CHAT"
Practitioner Says , 23 Jan 2008
I have a Direct Marketing and Promotion company based in Asia. We have customers all over the world and we engage in any aspect of promotion you care to mention, from 1M+ eDM to above and below promotion to events management. This book acts as a bible for our firm - we use it for internal training as well as a means of common ground with our client base. It literally covers everything you would care to know.
Everything that *really* matters is in here - most of all what it takes to build the crucial foundation upon which all promotion and Direct Marketing efforts rest -> Having a prospects database that is correctly formed, targeted and then alerted to the merits of whatever is being promoted.
The most useful and practical feature of this book is how it focuses not on technologies - which can and do evolve quickly - but rather on the aspects of Direct Marketing and Promotion that are timeless...the human experience of convincing someone who doesn't know you to accept your message. As long as humans roam the earth, the essence of our exchange-based economy will remain rooted in the messages contained in this book.
Good but needs updating, 18 Feb 2004
This is a good guide to the underlying principles of Direct Marketing and it is nicely structured, it builds on each chapter to create a sound understanding. However, with the recent changes in the industry and the shift towards more online DM it is beginning to show its age slightly. Apart from that, very good.
A must-have book for your technical library, 06 Jul 2007
Anyone interested in automating and improving decisions should have this book. It is one of the classic works on data mining and well worth the read.
I really liked the book both because it is well written and because, although it drilled into a fair amount of detail about some of the techniques, it started each new section off at a high level. This allows someone without a statistical background, such as me, to read as far as I can in each section and then skip ahead to the next technique. This is a nice change from books that simply get more and more detailed as page follows page, preventing you from gaining an overview of the subject.
The book introduces data mining and a methodology for applying it, talks about some of the applications in "Marketing, Sales, and Customer Relationship Management" (as the subtitle puts it), walks through some statistical techniques and then spends the bulk of the book on various data mining techniques. It wraps up with a nice summary of how data mining plays with other technologies and with some practical advice on getting started.
One of the best summaries of where data mining fits is given early in the book where an enterprise is encouraged to:
- Notice what its customers are doing
- Remember what it and its customers have done over time
- Learn from what it has remembered
- Act on what if has learned to make customers more profitable
The authors point out that Data Mining is focused on the "Learn" stage or, as they put it data mining suggests but businesses decide.
The methodology section, and the subsequent notes that relate to applying these techniques in real life, talked about the feedback loops between steps in data mining - there is not a linear "waterfall" sequence of steps but constant iteration and learning. They also emphasized the importance of finding the right business problem at the beginning - start as someone once said, with the end in mind. This was reiterated when they quote Voltaire who said "Le mieux est l'ennemi du bien" ("The best is the enemy of good"). In other words, don't get hung up on trying to find the perfect algorithm, perfect answer. Instead build something that is good, that works, and learn and improve over time.
The authors made a big point out of the value of data mining for "mass intimacy", where you want to treat customers differently and there is a business reason to do so but where customers are too numerous to be assigned to staff. One of the issues they pointed out was that staff must be trained in customer interaction skills while also using all the data you have. The value of data mining in building a customer-centric organization cannot be overestimated.
The best intro to data mining I know of, 13 May 2007
This book does what few others manage - namely, go through an immense amount of material using almost no math at all, so it's a pleasure to read, and discussing not just what the techniques are, but what they do, what they're good for, and what weaknesses each has.
On the other hand, the book gives enough detail on each method that it's completely clear how the math goes, and I could (and did) write the math easily for the methods I was interested in.
Excellent book taking Statistical headache out of Datamining, 06 Dec 2001
As a DM Consultant, this book is a must read for anybody new to Data Mining, who wants to fully understand the techniques but doesn't want to get bogged down in specific statistical methods and algorythms. Totally business focused which will leave academics frustrated.
Excellent discussion of a wide variety of techniques, 10 Jul 2001
Provides an excellent discussion of a wide variety of techniques and their applicability to business problems.
Not mathematical enough., 25 Feb 1999
Very disappointing, if you're looking for a mathematically oriented book. In fact it avoids math like the plague. It's therefore ideally suited to: (a) project managers who don't really want to do any serious work themselves, and (b) people who want to drop words at cocktail parties to impress people. Totally unsuited to the serious researcher.
If you only choose 3 data mining books - make this one of them, 21 May 2006
The most visible applications of data mining are clearly in the fields relating to customer management and marketing. In this book, like others, the authors demystified the landscape of the subject and helped to steer and skill the CRM workforce.
The material is well written and, in my opinion, achieves its aims at the right level. Books like this are not well endorsed for no reason. Be compelled to purchase, highly recommended.
Like most purchases, look for more recent coverage of the subject first. The application of data mining to CRM is still indeed evolving, although new insight in this area is beginning to dwain as the process and techniques have matured and somewhat commoditised.
Clear introduction for general IT professionals and managers, 03 Oct 2003
Probably their best book yet; definitely buy this - you will enjoy the read. If you are an IT professional or manager with some understanding of modern commercial IT, then you will find this straightforward - others will find the books technical content is easy to understand. Berry and Linhoff start with easy to understand pictorial descriptions of the core concepts of data mining, with clear worked examples on real business data. Screenshots and usage descriptions are given for some leading data mining tools such as Clementine, Enterprise Miner and Mineset. The Case Studies section is superb, covering well explained examples of how to apply these techniques in:
-On-line Retail banking
-Mobile Telephony
-Fixed line Telecommunications
-Manufactuing
-Retail sales The book is also notable for its discussions around data preparation for data mining. In particular it is one of the few books to discuss in detail how to handle very large data volumes using the Ab Initio product set. It gives an excellent non-technical introduction to parallel processing in a bulk data movement (or "ETL") context, identifying areas where SQL databases would not be able to provide the same functionality. I borrowed a friend's, then bought my own.
Thumbs up!, 10 Mar 1999
I am gaining a tremendous amount of knowledge on direct marketing from this book. It Provides a good comprehensive overview on the subject. Probably more appropriate for the novice than the expert but of some value to both.
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Customer Reviews
Easy to follow ad understand, 15 Sep 2006
I bought this book along with another on this very broad subject and found both of them to be equally helpful in understanding the whole search traffic subject. This book was the most comprehansive out of the two and by the time I had finished it I actually felt like I had attended a course in the subject. For those that already have some knowledge of the subject then you may find this book a bit too basic. A big thump up, 28 Jul 2006
Search engine marketing inc. is a very comprehensive guide to develop a search marketing plan on the strategy level. It introduces several new concepts for keyword-demand and supply and how to research keyword demand potential. As both authors are professional search marketers, they know what they talk about. This book specially focuses on the organic and paid search campaigns for the bigger companies. It discusses the organisational pitfalls of big organisations and how to coop with them. A lot of SEO, keyword and link building software tools is reviewed too. A big thump up for Bill Hunt and Mike Moran.
Drs. K Deelstra Seo expert InternetEffect, the Netherlands and author of the Dutch book about search marketing "Handboek zoekmachinemarketing". The comprehensive manual, 11 Jan 2006
This book represents a very good and concise manual for anyone wanting to learn about the entire field of search engine marketing. It's very comprehensive in terms of topics covered and references to available software tools, but personally I had expected much more in the way of sophisticated how to guides for search marketing issues - specific platform related hacks, code snippets etc and in this area I felt it lacked. If you already have good experience in the search marketing sector you might find the book a bit more basic than you'd expect, if you haven't then definitely buy it.
Combine market research and database analytics !, 11 Oct 2005
This book is the first to bring these two disciplines together. To achieve real consumer insights both are required, but required to work together (which they rarely do). The case studies in this book show how best practices are applied across different industries and throughout the world, using not only the latest techniques but also widely available tools. Reading this book can save you learning the hard way - gain years of insight and personal experience the fast way.
The best overview of Oracle Financials, 31 Jan 2002
I read this book about 6 months into an Oracle Financials assignment - I could have done with it at the start. A very good overview of Oracle Financials - not much point in reading it after that - certainly isn't a 'Handbook' as such.
Good overview and highlights on certain topics, 21 Jul 1999
I think that it is great that books on Oracle Applications are being published as there are not many out there. I bought this one and have passed it onto colleagues who are new to Applications. Looking forward to reading and using the one from Que in Sept/Oct. Books such as this compliment the Oracle manuals, user groups and various web sites/ newsgroups that are out there focusing on Oracle Applications. As support would tell you "your issue is not a bug but a consultancy/ implmentation issue". The more information available from consultants who have or do work with Apps the wealthier the Apps community.
Good book with wrong name, 21 Jun 1999
If this book is called "Oracle Financials Overview" it would be an excelent one. But there is no way in hell this is a "handbook" because there is nothing inside to make you use this book more than once. It is good just to give you an overview (but good one indeed). And what "planning and implementation" (from the book title) are you talking about? Again, this is an Overview and nothing else!
Not for the Technical, 07 Jun 1999
A good book for those who want to know WHAT the financials suite of applications are for, but not for those who need to delve into the intricacies of installation or day-to-day management aspects.
Excellent Introduction, 28 May 1999
For those critics of you out there who think that this book was not this or not that, especially the reader from Port Arthur in Tasmania, I suggest you buy an Oracle Reference Manual or Users guide. Get real! This book gives a great introduction to the core Oracle Applications and I believe it was well done. It introduces the business and Functional side to Oracle Financials. For those pretentious readers who can't spell Oracle read the cover "Oracle Financials Handbook" - "Planning and Implementing the Oracle Financial Applications Suite" No where does it say Technical Reference Manual. I'd like to see these half baked consultants write ANYTHING half as good. Well done David and Graham. If anyone cares to discuss this work email me and we'll "CHAT"
Practitioner Says , 23 Jan 2008
I have a Direct Marketing and Promotion company based in Asia. We have customers all over the world and we engage in any aspect of promotion you care to mention, from 1M+ eDM to above and below promotion to events management. This book acts as a bible for our firm - we use it for internal training as well as a means of common ground with our client base. It literally covers everything you would care to know.
Everything that *really* matters is in here - most of all what it takes to build the crucial foundation upon which all promotion and Direct Marketing efforts rest -> Having a prospects database that is correctly formed, targeted and then alerted to the merits of whatever is being promoted.
The most useful and practical feature of this book is how it focuses not on technologies - which can and do evolve quickly - but rather on the aspects of Direct Marketing and Promotion that are timeless...the human experience of convincing someone who doesn't know you to accept your message. As long as humans roam the earth, the essence of our exchange-based economy will remain rooted in the messages contained in this book.
Good but needs updating, 18 Feb 2004
This is a good guide to the underlying principles of Direct Marketing and it is nicely structured, it builds on each chapter to create a sound understanding. However, with the recent changes in the industry and the shift towards more online DM it is beginning to show its age slightly. Apart from that, very good.
A must-have book for your technical library, 06 Jul 2007
Anyone interested in automating and improving decisions should have this book. It is one of the classic works on data mining and well worth the read.
I really liked the book both because it is well written and because, although it drilled into a fair amount of detail about some of the techniques, it started each new section off at a high level. This allows someone without a statistical background, such as me, to read as far as I can in each section and then skip ahead to the next technique. This is a nice change from books that simply get more and more detailed as page follows page, preventing you from gaining an overview of the subject.
The book introduces data mining and a methodology for applying it, talks about some of the applications in "Marketing, Sales, and Customer Relationship Management" (as the subtitle puts it), walks through some statistical techniques and then spends the bulk of the book on various data mining techniques. It wraps up with a nice summary of how data mining plays with other technologies and with some practical advice on getting started.
One of the best summaries of where data mining fits is given early in the book where an enterprise is encouraged to:
- Notice what its customers are doing
- Remember what it and its customers have done over time
- Learn from what it has remembered
- Act on what if has learned to make customers more profitable
The authors point out that Data Mining is focused on the "Learn" stage or, as they put it data mining suggests but businesses decide.
The methodology section, and the subsequent notes that relate to applying these techniques in real life, talked about the feedback loops between steps in data mining - there is not a linear "waterfall" sequence of steps but constant iteration and learning. They also emphasized the importance of finding the right business problem at the beginning - start as someone once said, with the end in mind. This was reiterated when they quote Voltaire who said "Le mieux est l'ennemi du bien" ("The best is the enemy of good"). In other words, don't get hung up on trying to find the perfect algorithm, perfect answer. Instead build something that is good, that works, and learn and improve over time.
The authors made a big point out of the value of data mining for "mass intimacy", where you want to treat customers differently and there is a business reason to do so but where customers are too numerous to be assigned to staff. One of the issues they pointed out was that staff must be trained in customer interaction skills while also using all the data you have. The value of data mining in building a customer-centric organization cannot be overestimated.
The best intro to data mining I know of, 13 May 2007
This book does what few others manage - namely, go through an immense amount of material using almost no math at all, so it's a pleasure to read, and discussing not just what the techniques are, but what they do, what they're good for, and what weaknesses each has.
On the other hand, the book gives enough detail on each method that it's completely clear how the math goes, and I could (and did) write the math easily for the methods I was interested in.
Excellent book taking Statistical headache out of Datamining, 06 Dec 2001
As a DM Consultant, this book is a must read for anybody new to Data Mining, who wants to fully understand the techniques but doesn't want to get bogged down in specific statistical methods and algorythms. Totally business focused which will leave academics frustrated.
Excellent discussion of a wide variety of techniques, 10 Jul 2001
Provides an excellent discussion of a wide variety of techniques and their applicability to business problems.
Not mathematical enough., 25 Feb 1999
Very disappointing, if you're looking for a mathematically oriented book. In fact it avoids math like the plague. It's therefore ideally suited to: (a) project managers who don't really want to do any serious work themselves, and (b) people who want to drop words at cocktail parties to impress people. Totally unsuited to the serious researcher.
If you only choose 3 data mining books - make this one of them, 21 May 2006
The most visible applications of data mining are clearly in the fields relating to customer management and marketing. In this book, like others, the authors demystified the landscape of the subject and helped to steer and skill the CRM workforce.
The material is well written and, in my opinion, achieves its aims at the right level. Books like this are not well endorsed for no reason. Be compelled to purchase, highly recommended.
Like most purchases, look for more recent coverage of the subject first. The application of data mining to CRM is still indeed evolving, although new insight in this area is beginning to dwain as the process and techniques have matured and somewhat commoditised.
Clear introduction for general IT professionals and managers, 03 Oct 2003
Probably their best book yet; definitely buy this - you will enjoy the read. If you are an IT professional or manager with some understanding of modern commercial IT, then you will find this straightforward - others will find the books technical content is easy to understand. Berry and Linhoff start with easy to understand pictorial descriptions of the core concepts of data mining, with clear worked examples on real business data. Screenshots and usage descriptions are given for some leading data mining tools such as Clementine, Enterprise Miner and Mineset. The Case Studies section is superb, covering well explained examples of how to apply these techniques in:
-On-line Retail banking
-Mobile Telephony
-Fixed line Telecommunications
-Manufactuing
-Retail sales The book is also notable for its discussions around data preparation for data mining. In particular it is one of the few books to discuss in detail how to handle very large data volumes using the Ab Initio product set. It gives an excellent non-technical introduction to parallel processing in a bulk data movement (or "ETL") context, identifying areas where SQL databases would not be able to provide the same functionality. I borrowed a friend's, then bought my own.
Thumbs up!, 10 Mar 1999
I am gaining a tremendous amount of knowledge on direct marketing from this book. It Provides a good comprehensive overview on the subject. Probably more appropriate for the novice than the expert but of some value to both.
One of the best business books of the year - two thumbs up!, 31 Aug 2007
This is a classic on database marketing: full of wisdom, humour and common sense, it teaches you everything you need to know about retaining customers and maximising their lifetime value. One of the best business books of the year.
Wonderful!, 08 Nov 1998
Wonderful source of information on database marketing concepts, as well as the in's and out's of implementation. Hughes is definitely an authority on the topic, and provides very practical advice on how to implement database marketing within your organization.
A bible for every database marketer, 25 Jun 1998
For me, to find this book was like finding a gold mine. I felt quite frustrated when I discovered that lots of people talk about database marketing but I couldn't get the information how to get started. It seems like people working with database marketing aren't eager to share their knowledge. Or they just can't explain in an understandable way how it works or they don't know how (even if they say they do). This book tells you why, how, when, where to succed in database marketing - truly a bible for the believers. It's easy to understand for everyone without knowledge nor experience in database marketing. But it's also a book for the proffessionals in this field. I bet everyone will get helpful hints from the author and it's well invested money to buy it.
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Customer Reviews
Easy to follow ad understand, 15 Sep 2006
I bought this book along with another on this very broad subject and found both of them to be equally helpful in understanding the whole search traffic subject. This book was the most comprehansive out of the two and by the time I had finished it I actually felt like I had attended a course in the subject. For those that already have some knowledge of the subject then you may find this book a bit too basic. A big thump up, 28 Jul 2006
Search engine marketing inc. is a very comprehensive guide to develop a search marketing plan on the strategy level. It introduces several new concepts for keyword-demand and supply and how to research keyword demand potential. As both authors are professional search marketers, they know what they talk about. This book specially focuses on the organic and paid search campaigns for the bigger companies. It discusses the organisational pitfalls of big organisations and how to coop with them. A lot of SEO, keyword and link building software tools is reviewed too. A big thump up for Bill Hunt and Mike Moran.
Drs. K Deelstra Seo expert InternetEffect, the Netherlands and author of the Dutch book about search marketing "Handboek zoekmachinemarketing". The comprehensive manual, 11 Jan 2006
This book represents a very good and concise manual for anyone wanting to learn about the entire field of search engine marketing. It's very comprehensive in terms of topics covered and references to available software tools, but personally I had expected much more in the way of sophisticated how to guides for search marketing issues - specific platform related hacks, code snippets etc and in this area I felt it lacked. If you already have good experience in the search marketing sector you might find the book a bit more basic than you'd expect, if you haven't then definitely buy it.
Combine market research and database analytics !, 11 Oct 2005
This book is the first to bring these two disciplines together. To achieve real consumer insights both are required, but required to work together (which they rarely do). The case studies in this book show how best practices are applied across different industries and throughout the world, using not only the latest techniques but also widely available tools. Reading this book can save you learning the hard way - gain years of insight and personal experience the fast way.
The best overview of Oracle Financials, 31 Jan 2002
I read this book about 6 months into an Oracle Financials assignment - I could have done with it at the start. A very good overview of Oracle Financials - not much point in reading it after that - certainly isn't a 'Handbook' as such.
Good overview and highlights on certain topics, 21 Jul 1999
I think that it is great that books on Oracle Applications are being published as there are not many out there. I bought this one and have passed it onto colleagues who are new to Applications. Looking forward to reading and using the one from Que in Sept/Oct. Books such as this compliment the Oracle manuals, user groups and various web sites/ newsgroups that are out there focusing on Oracle Applications. As support would tell you "your issue is not a bug but a consultancy/ implmentation issue". The more information available from consultants who have or do work with Apps the wealthier the Apps community.
Good book with wrong name, 21 Jun 1999
If this book is called "Oracle Financials Overview" it would be an excelent one. But there is no way in hell this is a "handbook" because there is nothing inside to make you use this book more than once. It is good just to give you an overview (but good one indeed). And what "planning and implementation" (from the book title) are you talking about? Again, this is an Overview and nothing else!
Not for the Technical, 07 Jun 1999
A good book for those who want to know WHAT the financials suite of applications are for, but not for those who need to delve into the intricacies of installation or day-to-day management aspects.
Excellent Introduction, 28 May 1999
For those critics of you out there who think that this book was not this or not that, especially the reader from Port Arthur in Tasmania, I suggest you buy an Oracle Reference Manual or Users guide. Get real! This book gives a great introduction to the core Oracle Applications and I believe it was well done. It introduces the business and Functional side to Oracle Financials. For those pretentious readers who can't spell Oracle read the cover "Oracle Financials Handbook" - "Planning and Implementing the Oracle Financial Applications Suite" No where does it say Technical Reference Manual. I'd like to see these half baked consultants write ANYTHING half as good. Well done David and Graham. If anyone cares to discuss this work email me and we'll "CHAT"
Practitioner Says , 23 Jan 2008
I have a Direct Marketing and Promotion company based in Asia. We have customers all over the world and we engage in any aspect of promotion you care to mention, from 1M+ eDM to above and below promotion to events management. This book acts as a bible for our firm - we use it for internal training as well as a means of common ground with our client base. It literally covers everything you would care to know.
Everything that *really* matters is in here - most of all what it takes to build the crucial foundation upon which all promotion and Direct Marketing efforts rest -> Having a prospects database that is correctly formed, targeted and then alerted to the merits of whatever is being prom | | |