Data mining no contexto de customer relationship management

Data mining no contexto de customer relationship management

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...

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Veröffentlicht in:Revista de gestão 2005-04, Vol.12 (2), p.85
Hauptverfasser: Carvalho de Almeida, Fernando, de Oliveira Siqueira, José, Onusic, Luciana M
Format: Artikel
Sprache:por
Schlagworte:
Customer relationship management
Data mining
Knowledge management
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Zusammenfassung: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.
ISSN:1809-2276
2177-8736