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Alex Berson is a Director of Technology for a global management consulting firm. Dr. Berson holds a Ph.D. in Computer Sciences and M.S. in Applied Mathematics, and is an internationally recognized expert, author, educator and practitioner who has over 20 years of experience in information technologies focusing on data warehouse systems architecture, including design and implementation of systems and applications in the areas of data management, data warehousing and data mining; transaction processing; middleware, client/server distributed computing; and object technologies. Alex Berson is an active member of IEEE Computer Society, ACM, and many others. Hes also an advisory editor for the McGraw-Hill Professional Books division. He has published numerous technical articles in trade magazines, and is a best-selling author of a number of professional books including 'Data Warehousing, Data Mining and OLAP'(with Steve Smith); Client/Server Architecture; SYBASE and Client/Server Computing(with George Anderson); and APPC: Introduction to LU6.2. These books are published internationally, and had been translated in many languages including Chinese and Korean. His latest book, Building Data Mining Applications for CRM, is scheduled to be published in December 1999. Kurt Thearling has spent much of the last decade designing, using, and evaluating data mining and customer relationship management technologies. As Director of Analytics at CRM software vendor Exchange Applications, Kurt directs the use of data mining and decision support technology as part of EA's software development and consulting practice. His extensive data mining web and CRM site can be found at www.thearling.com. STEPHEN J. SMITH is a director and architect responsible for the creation and delivery of two data mining products over the last decade-one for parallelsupercomputers and the second for data warehouses with multidimentional data-bases. he is a wel-respected expert in the feild of data mining and its integration with the data warehouse.

Part I: Data Mining in the Enterprise. The Customer Focused Business. Marketing Automation. Sales Force Automation. Enterprise Resource Planning. Stitching It All Together. Part II: Case Studies in Data Mining. Introduction to Industries and Applications. Customer Acquisition in High-Tech. Customer Profitability in Banking. Cross Selling in Financial Services. Customer Retention in Cellular Communication. Power Utility Industry. Insurance Industry. Retail Industry. Summary. Part III: The Technologies and the Tools. Data Warehousing, Data Mining, OLAP, The Web. Part IV: The Data. Available Data Sources. Web Data. Transaction Data. Privacy, Security. Part V: The Solution. Building the Business Case. Starting Small.