Better understand your customers!

In the modern business world, organisations are increasingly focused on their customers. This paper describes the role of data mining in customer relationship management.

Better Understand Your Customers

Data mining, customers and the web

Thomas KhabazaSPSS Advanced Data Mining Group and Alex NippeCredit Suisse

 

Introduction to Analytical CRM

Analysing the customer

In the modern business world, organisations are increasingly focused on their customers. Managing the relationship with the customer is an essential element for the success of a business (see for example Curry 1998, 2000). This Customer Relationship Management (CRM) is conceived as having three components:

  • an operational component which enables a distributed organisation...

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