Application of data mining techniques in customer realationship management for an automobile company

Author

Tang, Alicia Y C ; Azami, Nur Hanani ; Osman, Norfaezah

Author_Institution

Coll. of Inf. Technol., Univ. Tenaga Nasional, Kajang, Malaysia

fYear

2011

fDate

14-16 Nov. 2011

Firstpage

1

Lastpage

7

Abstract

This work analyzes well-known DM techniques in Weka workbench, and reports the simulation results of applying four selected DM techniques and classifiers in the open source workbench to the Customer Relationship Management (CRM) problem in an automobile enterprise. It is proposed that data mining techniques to be used in aiding the salesperson and management of the enterprise for effective decision making. This approach was applied to 500 preprocessed records out of 2000 raw data sets for the past 5 years. Simulation results show that the large volume of customer historical data can play a value-added role for enterprise development in a way that the mined data helps them to study customer behavior so that personalized services can be provided. This paper also discusses the evaluation results of the four classifiers used in mining the customer data.

Keywords

automobile industry; customer relationship management; data mining; CRM; DM techniques; automobile company; customer realationship management; data mining techniques; decision making; Algorithm design and analysis; Automobiles; Classification algorithms; Companies; Data mining; Decision trees; Delta modulation; Weka; classifiers; data mining; evaluation;

fLanguage

English

Publisher

ieee

Conference_Titel

Information Technology and Multimedia (ICIM), 2011 International Conference on

Conference_Location

Kuala Lumpur

Print_ISBN

978-1-4577-0988-3

Type

conf

DOI

10.1109/ICIMU.2011.6122754

Filename

6122754