Data Mining Techniques in CRM: Inside Customer Segmentation

Konstantinos Tsiptsis · Antonios Matzakos Chorianopoulos

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Customer churn and segmentation Customer Service Quality and Loyalty Data Mining and Machine Learning Applications

Abstract

A complete and comprehensive handbook for the application of mining techniques in marketing and customer relationship management. It combines a technical and a business perspective, bridging the gap between mining and its use in marketing.It guides readers through all the phases of the mining process, presenting a solid mining methodology, mining best practices and recommendations for the use of the mining results for effective marketing. It answers the crucial question of 'what to use' by proposing mining marts and full lists of KPIs for all major industries.Data mining algorithms are presented in a simple and comprehensive way for the business users along with real-world application examples from all major industries.The book is mainly addressed to marketers, business analysts and mining practitioners who are looking for a how-to guide on mining. It presents the authors' knowledge and experience from the data mining trenches, revealing the secrets for mining success.

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