This is an applied handbook for the application of data mining techniques in the CRM framework. It combines a technical and a business perspective to cover the needs of business users who are looking for a practical guide on data mining. It focuses on Customer Segmentation and presents guidelines for the development of actionable segmentation schemes. By using non-technical language it guides readers through all the phases of the data mining process * Methodological and technical issues are covered in detail but also in a simple way for users with no relevant experience. * It proposes mining data marts and 'actual' input fields / KPIs for all major industries. * Real-world segmentation examples from Banking, Telecommunications and Retailing are presented in detail and step by step preparing users for designing and implementing similar projects on their own. * It provides deployment recommendations for the effective use of the data mining results in marketing.