Efficient application of data mining for marketing and sales decision making in ERP

摘要

Purpose of this research is, to find customer interest on products and base on analyzed output, provide best or nearest to customer interest products to marketing and sales department. So that they can create offers and schemes as per customer interest. Enterprise resource planning (ERP) contains many modules among which customer relationship management deals with marketing and attracting customers. In this module generally sales representatives contacts their customers and pleases them with best offers to increase sales, but contacting customers on random will result in more efforts with no guaranteed revenue. Presented research work is focused on this scenario. Proposed algorithm calculates interest rate of customers on given product based on orders they had placed in past. Proposed algorithm does analysis of products customers has purchased before and based on that generates result containing percentage rate of customer interest in products. This result can be passed to CRM department so that they can contact customers based on their interests; thus guaranteed revenue. The organization can also choose to implement automated mail system or IVR system then to contact customers based on this result. This algorithm is based on concept of data mining.