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 Citations (Scopus)

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
Title of host publicationLecture Notes in Computer Science (including subseries Lecture Notes in Artificial Intelligence and Lecture Notes in Bioinformatics)
PublisherSpringer Verlag
Pages14-27
Number of pages14
Volume2336
ISBN (Print)9783540437048
Publication statusPublished - 2002
Externally publishedYes
Event6th Pacific-Asia Conference on Knowledge Discovery and Data Mining, PAKDD 2002 - Taipei, Taiwan, Province of China
Duration: 6 May 20028 May 2002

Publication series

NameLecture Notes in Computer Science (including subseries Lecture Notes in Artificial Intelligence and Lecture Notes in Bioinformatics)
Volume2336
ISSN (Print)03029743
ISSN (Electronic)16113349

Other

Other6th Pacific-Asia Conference on Knowledge Discovery and Data Mining, PAKDD 2002
CountryTaiwan, Province of China
CityTaipei
Period6/5/028/5/02

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ASJC Scopus subject areas

  • Computer Science(all)
  • Theoretical Computer Science

Cite this

Srivastava, J., Wang, J. H., Lim, E. P., & Hwang, S. Y. (2002). A case for analytical customer relationship management. In Lecture Notes in Computer Science (including subseries Lecture Notes in Artificial Intelligence and Lecture Notes in Bioinformatics) (Vol. 2336, pp. 14-27). (Lecture Notes in Computer Science (including subseries Lecture Notes in Artificial Intelligence and Lecture Notes in Bioinformatics); Vol. 2336). Springer Verlag.