A Study of Applying Data Mining Approach for CRM

摘要

Advancements in technology have made relationship marketing a reality in recent years. Through data mining, organizations can identify valuable customers, predict future behaviors, and enable firms to make proactive, knowledge-driven decisions. Each of the classes of customers was categorized on four CRM dimensions (Customer Identification, Customer Attraction, Customer Retention and Customer Development) and seven data mining functions (Association, Classification, Clustering, Forecasting, Regression, Sequence Discovery and Visualization). This paper presents a roadmap to guide future research and facilitate knowledge accumulation and creation concerning the application of data mining techniques in CRM.