Customer portfolio analysis using the SOM

Annika H. Holmbom · Tomas Eklund · Barbro Back

25 citations0/0 files storedInternational Journal of Business Information Systems

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Customer churn and segmentation Neural Networks and Applications Data Mining and Machine Learning Applications

Abstract

In order to compete for profitable customers, companies are looking to add value using customer relationship management (CRM). One subset of CRM is customer segmentation, which is the process of dividing customers into groups based upon common features or needs. Segmentation methods can be used for customer portfolio analysis (CPA), the process of analysing the profitability of customers. The purpose of this paper is to illustrate how the self-organising map (SOM) can be used for CPA. We segment, identify and analyse a case organisation’s profitable and unprofitable customers in order to gain knowledge for the organisation to develop its marketing strategies. The results are validated through cross and face validation. The SOM is able to segment the data in an innovative and reliable way and to provide new insights for decision makers.

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References

1997Market Segmentation: Conceptual and Methodological Foundations 1999Data preparation for data mining 2008Application of data mining techniques in customer relationship management: A literature review and classification 2004Data Mining Techniques: For Marketing, Sales, and Customer Relationship Management 2002Customer Relationship Management: Emerging Practice, Process, and Discipline 1999Building Data Mining Applications for CRM 2001Knowledge management and data mining for marketing 2002Data mining techniques for customer relationship management

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