chapter 1 Introduction -- chapter 2 Two Simple Data Mining Methods for Variable Assessment -- chapter 3 Logistic Regression: The Workhorse of Database Response Modeling -- chapter 4 Ordinary Regression: The Workhorse of Database Profit Modeling -- chapter 5 CHAID for Interpreting a Logistic Regression Model -- chapter 6 The Importance of the Regression Coefficient -- chapter 7 The Predictive Contribution Coefficient: A Measure of Predictive Importance -- chapter 8 CHAID for Specifying a Model with Interaction Variables -- chapter 9 Market Segment Classification Modeling with Logistic Regression -- chapter 10 CHAID as a Method for Filling in Missing Values -- chapter 11 Identifying Your Best Customers: Descriptive, Predictive and Look-Alike Profiling -- chapter 12 Assessment of Database Marketing Models -- chapter 13 Bootstrapping in Database Marketing: A New Approach for Validating Models -- chapter 14 Visualization of Database Models -- chapter 15 Genetic Modeling in Database Marketing: The GenIQ Model -- chapter 16 Finding the Best Variables for Database Marketing Models -- chapter 17 Interpretation of Coefficient-Free Models.