Data Mining in the context of Customer Relationship Management
Keywords:Knowledge acquisition, Customer relationship management CRM, Data mining DM, Relationship marketing
AbstractCompanies 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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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
Métodos Quantitativos e Informática