Data Mining in the context of Customer Relationship Management

Authors

  • Fernando Carvalho de Almeida Universidade de São Paulo; Faculdade de Economia, Administração e Contabilidade
  • José de Oliveira Siqueira Universidade de São Paulo; Faculdade de Economia, Administração e Contabilidade
  • Luciana M. Onusic Universidade de São Paulo; Faculdade de Economia, Administração e Contabilidade

DOI:

https://doi.org/10.5700/issn.2177-8736.rege.2005.36519

Keywords:

Knowledge acquisition, Customer relationship management CRM, Data mining DM, Relationship marketing

Abstract

Companies are increasingly concerned about understanding customer behavior in order to improve the relationship and loyalty of customers towards the company. Customer Relationship Management CRM therefore integrates an information acquisition process called Data Mining DM to acquire knowledge about the profile and behavior involved. The sequence of DM is presented together with several statistical techniques to orient the implementation of DM in the context of CRM.

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Published

2005-06-01

How to Cite

Almeida, F. C. de, Siqueira, J. de O., & Onusic, L. M. (2005). Data Mining in the context of Customer Relationship Management . REGE Revista De Gestão, 12(2), 85-97. https://doi.org/10.5700/issn.2177-8736.rege.2005.36519

Issue

Section

Métodos Quantitativos e Informática