National Tsing Hua University Institutional Repository:Data Mining Techniques for Customer Relationship Management
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    National Tsing Hua University Institutional Repository > 科技管理學院  > 服務科學研究所 > 期刊論文 >  Data Mining Techniques for Customer Relationship Management


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    题名: Data Mining Techniques for Customer Relationship Management
    作者: Rygielski C.;Wang J.-C.;Yen D.C
    教師: 王俊程
    日期: 2002
    出版者: Elsevier
    關聯: Technology in Society,Elsevier,Volume 24,Number 4,November 2002,pp.483-502(20)
    关键词: Customer relationship management (CRM)
    Relationship marketing
    Data mining
    Neural networks
    摘要: Advancements in technology have made relationship marketing a reality in recent years. Technologies such as data warehousing, data mining, and campaign management software have made customer relationship management a new area where firms can gain a competitive advantage. Particularly through data mining—the extraction of hidden predictive information from large databases—organizations can identify valuable customers, predict future behaviors, and enable firms to make proactive, knowledge-driven decisions. The automated, future-oriented analyses made possible by data mining move beyond the analyses of past events typically provided by history-oriented tools such as decision support systems. Data mining tools answer business questions that in the past were too time-consuming to pursue. Yet, it is the answers to these questions make customer relationship management possible. Various techniques exist among data mining software, each with their own advantages and challenges for different types of applications. A particular dichotomy exists between neural networks and chi-square automated interaction detection (CHAID). While differing approaches abound in the realm of data mining, the use of some type of data mining is necessary to accomplish the goals of today’s customer relationship management philosophy.
    URI: http://www.elsevier.com/
    http://nthur.lib.nthu.edu.tw/dspace/handle/987654321/61579
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