Email this article 
Open Access
Subscription or Fee Access
Data Mining: A Tool for Customer Relationship Management
Abstract
Revolution of information technology in general and the World Wide Web in particular has created opportunity of building better relationships with customers. Until recently, simplifying the management and organization of customer information was main focus of Customer Relationship Management software’s. Such software, called Customer Relationship Management, mainly focused on creating a database of customer’s vital information. However, the sheer volumes of this customer information created need for organizations to look for methods and techniques to automatically and intelligently gain insight into customers and their needs through data analysis. Data Mining is popular means of analyzing large volumes of data in order to extract the valuable information/knowledge hidden in this data. There is an emerging trend of using data mining tools for Customer Relationship Management by the organizations in order to analyze and understand buying behavior of customers and their characteristics, so as to retain existing customers, acquire new potential customers and maximize their value. This paper presents concepts of Customer Relationship Management and Data Mining, framework of Customer Relationship Management and Data Mining, application of various data mining techniques in Customer Relationship Management.
Keywords
References
R. J. Dickie, "Customer relationship management: 1998 state of the marketplace review," Boulder, CO: Insight Technology Group, 1998.
R. Ling and D. C. Yen, "Customer relationship management: An analysis framework and implementation strategies," Journal of Computer InformationSystems, vol. 41, p. 82–97, 2001.
E. W. T. Ngai, "Customer relationship management research (1992–2002): An academic literature review and classification," Marketing Intelligence Planning, vol. 23, p. 582–605, 2005.
A. R. Zablah, D. N. Bellenger and W. J. Johnston, "An evaluation of divergent perspectives on customer relationship management: towards a common understanding of an emerging phenomenon," Industrial Marketing Management, vol. 33, pp. 475-489, 2004.
I. J. Chen and K. Popovich, "Understanding customer relationship management (CRM) – People, process and technology," Business Process Management, vol. 9, no. 5, pp. 672-688, 2003.
W. G. Nickels, J. M. McHugh and S. M. McHugh, Understanding business, 8 ed., Boston: McGraw-Hill Irwin, 2008.
A. Li and P. Croteau, "Critical success factors of CRM technological Initiatives," Canadian Journal of Administrative Sciences, vol. 20, no. 1, pp. 21-23, 2003.
R. K. Srivastava, T. A. Shervani and L. Fahey, "Marketing, Business Processes and Shareholder Value: An Organizationally Embedded view of Marketting Activities and the discipline of Marketting," Journal of Marketing, vol. 63, pp. 168-179, 1999.
J. R. Schermerhorn, Management, Hoboken, NJ: Wiley, 2008.
P. Kotler, Marketing management: analysis, planning, implementation, and control, New Jersey: Prentice Hall, 1997.
M. Hsieh, "A case of managing customer relationship management systems: Empirical insights and lessons learned," International journal of Information Management, vol. 29, pp. 416-419, 2009.
K. Rababah, H. Mohd and H. Ibrahim, "A Unified Definition of CRM towards the Successful Adoption and Implementation," in In the 3rd Lifelong Learning International Conference(3LInC'10), Kualalampur, Malaysia, 2010.
T. Connolly and C. Begg, Database Systems – A Practical Approach to Design, Implementation, and Management,3rd Edition, London: Addison Wesley, 2002.
J. A. Berry and G. Lindoff, "Data Mining Techniques," Wiley Computer Publishing, 1997.
Berzal, Fernando, Cubero, J. Carlos, M. Nicolas and Serrano, "An Efficient Method for Association Rule Mining in Relational Databases," Data & Knowledge Engineering, vol. 37, no. 1, pp. 47-64, 2001.
A. K. Pujari, Data Mining Techniques, Hyderabad: Universities Press, 2002.
M. Holsheimer and A. P. J. M. Siebes, Data Mining: The Search for Knowledge in Databases, The Netherlands. Amsterdam: CWI (Centre for Mathematics and Computer Science), 1994.
J. Han and M. Kamber, Data Mining: Concepts and Techniques, San Francisco, CA, U.S.A: Morgan Kaufmann, 2001.
J. F. William, G. P and C. J. Matheus, "Knowledge Discovery in Databases: An overview," AI Magazine, vol. 13, no. 3, 1992.
Imberman and P. Susan, "Effective Use Of The KDD Process And Data Mining For Computer Performance Professionals," in Proceedings of CMG 2001, Dec 2001.
D. Mladenic and M. Grobelnik, "Feature selection on hierarchy of web documents," Decision Support Systems, pp. 45-87, 2003.
J. Han and M. Kamber, Data Mining: Concepts and Techniques, Second Edition, Morgan Kaufmann, 2006.
S. Becker, Data Warehousing and Web Engineering, Hershey: Idea Group Publishing, 2002.
Z. Chen, Data Mining and Uncertain Reasoning – An Integrated Approach, New York: John Wiley & Sons, 2001.
C. G. Carrier and O. Povel, "Characterising Data Mining software," Intelligent Data Analysis, vol. 7, pp. 181-198, 2003.
M. J. A. Berry and G. S. Linoff, Data mining techniques for marketing, sales, and customer relationship management, 2 ed., Wiley, 2004.
A. Berson, S. Smith and K. Thearling, Building data mining applications for CRM, McGraw-Hill, 2000.
S. Mitra, S. K. Pal and P. Mitra, "Data mining in soft computing framework: A survey," IEEE Transactions on Neural Networks, vol. 13, no. 1, pp. 3-14, 2002.
Y. L. Chen, C. L. Hsu and S. C. Chou, "Constructing a multi-valued and multi labeled decision tree," Expert Systems with Applications, vol. 25, pp. 199-209, 2003.
S. R. Ahmed, "Applications of data mining in retail business," in Information Technology: Coding and Computing-ITCC 2004, 2004.
M. J. Shaw, C. Subramaniam, G. W. Tan and M. E. Welge, "Knowledge management and data mining for marketing," Decision Support Systems, vol. 31, no. 1, p. 127–137, 2001.
E. Turban, J. E. Aronson, T. P. Liang and R. Sharda, Decision support and business intelligence systems, Pearson Education., 2007.
A. Berson and S. J. Smith, Data Warehousing, Data Mining, and OLAP (Data Warehousing/Data Management), Mcgraw-Hill, 1997.
P. Domingos and M. Richardson, "Mining the Network Value of Customers," in Seventh ACM SIGKDD international conference on Knowledge discovery and data mining, NY, 2002.
G. Adomavicius and A. Tuzhilin, "Expert-driven validation of rule-based user models in personalization applications," Data Mining and Knowledge Discovery, vol. 5, p. 33–58, 2001.
R. Ling and D. C. Yen, "Customer relationship management: An analysis framework and implementation strategies," Journal of Computer Information Systems, vol. 41, p. 82–97, 2001.
A. H. Kracklauer, D. Q. Mills and D. Seifert, "Customer management as the origin of collaborative customer relationship management," in Collaborative Customer Relationship Management - taking CRM to the next level, Heidelberg, Springer Berlin , 2004, pp. 3-6.
J. Y. Woo, S. M. Bae and S. C. 2. Park, "Visualization method for customertargeting using customer map," Expert Systems with Applications, vol. 28, p. 763–772, 2005.
A. Prinzie and D. V. Poel, "Constrained optimization of data-mining problems to improve model performance: A direct-marketing application," Expert Systems with Applications, vol. 29, p. 630–640, 2005.
M. C. Chen, A. L. Chiu and H. H. Chang, "Mining changes in customer behavior in retail marketing," Expert Systems with Applications, vol. 28, p. 773–781, 2005.
Y. H. Kim and B. R. Moon, "Multicampaign assignment problem," IEEE Transactions on Knowledge and Data Engineering, vol. 18, p. 405–414, 2006.
Y. L. Chen, K. Tang, R. J. Shen and Y. H. Hu, "Market basket analysis in a multiple store environment," Decision Support Systems, vol. 40, p. 339–354, 2005.
J. H. Drew, D. R. Mani, A. L. Betz and P. Datta, "Targeting customers with statistical and data-mining techniques," Journal of Service Research, vol. 3, pp. 205-220, 2001.
Refbacks
- There are currently no refbacks.
This work is licensed under a Creative Commons Attribution 3.0 License.