Title :
The application of Data Mining in CRM
Author :
Qian, Jianing ; Gao, Changchun
Author_Institution :
Glorious Sun Sch. of Bus. & Manage., Donghua Univ., Shanghai, China
Abstract :
CRM is a crucial way in today´s marketing, using customer knowledge to sustain business growth. Data Mining plays an important part in getting the detail information from a large number of customer database. This essay discuss how the DM function in CRM and give a case study of a famous cosmetics retailing brand to show the role of DM in marketing strategy.
Keywords :
cosmetics; customer relationship management; data mining; retailing; CRM; business growth; cosmetics retailing brand; customer database; customer knowledge; data mining; marketing strategy; Companies; Data mining; Data models; Predictive models; Profitability; Recruitment; CRM; Cosmetics Retailing; Data mining; Marketing;
Conference_Titel :
Artificial Intelligence, Management Science and Electronic Commerce (AIMSEC), 2011 2nd International Conference on
Conference_Location :
Deng Leng
Print_ISBN :
978-1-4577-0535-9
DOI :
10.1109/AIMSEC.2011.6010697
