Gordon S. Linoff 
Data Analysis Using SQL and Excel [EPUB ebook] 

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

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.