A case for analytical customer relationship management

Jaideep Srivastava, Jau Hwang Wang, Ee Peng Lim, San Yih Hwang

Research output: Chapter in Book/Report/Conference proceedingConference contribution

6 Scopus citations

Abstract

The Internet has emerged as a low cost, low latency and high bandwidth customer communication channel. Its interactive nature provides an organization the ability to enter into a close, personalized dialog with individual customers. The simultaneous maturation of data management technologies like data warehousing, and data mining, have created the ideal environment for making customer relationship management (CRM) a much more systematic effort than it has been in the past. In this paper we described how data analytics can be used to make various CRM functions like customer segmentation, communication targeting, retention, and loyalty much more effective. We briefly describe the key technologies needed to implement analytical CRM, and the organizational issues that must be carefully handled to make CRM a reality. Our goal is to illustrate problems that exist with current CRM efforts, and how using data analytics techniques can address them. Our hope is to get the data mining community interested in this important application domain.

Original languageEnglish (US)
Title of host publicationAdvances in Knowledge Discovery and Data Mining - 6th Pacific-Asia Conference, PAKDD 2002, Proceedings
EditorsBing Liu, Philip S. Yu, Ming-Syan Chen
PublisherSpringer- Verlag
Pages14-27
Number of pages14
ISBN (Print)9783540437048
StatePublished - Jan 1 2002
Event6th Pacific-Asia Conference on Knowledge Discovery and Data Mining, PAKDD 2002 - Taipei, Taiwan, Province of China
Duration: May 6 2002May 8 2002

Publication series

NameLecture Notes in Computer Science (including subseries Lecture Notes in Artificial Intelligence and Lecture Notes in Bioinformatics)
Volume2336
ISSN (Print)0302-9743
ISSN (Electronic)1611-3349

Other

Other6th Pacific-Asia Conference on Knowledge Discovery and Data Mining, PAKDD 2002
CountryTaiwan, Province of China
CityTaipei
Period5/6/025/8/02

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Srivastava, J., Wang, J. H., Lim, E. P., & Hwang, S. Y. (2002). A case for analytical customer relationship management. In B. Liu, P. S. Yu, & M-S. Chen (Eds.), Advances in Knowledge Discovery and Data Mining - 6th Pacific-Asia Conference, PAKDD 2002, Proceedings (pp. 14-27). (Lecture Notes in Computer Science (including subseries Lecture Notes in Artificial Intelligence and Lecture Notes in Bioinformatics); Vol. 2336). Springer- Verlag.