Why and what -- The virtuous cycle of data mining -- Data mining methodology and best practices -- Business applications of data mining -- Data mining with familiar tools -- Decision trees -- Neural networks -- Nearest neighbor approaches : memory based reasoning and collaborative filtering -- Association rules -- Link analysis -- Clustering -- Survival analysis -- Genetic algorithms -- Finding customers in data -- Data mining, data warehousing, and OLAP -- The data mining environment -- Whipping the data into shape -- Putting data mining to work.