Академический Документы
Профессиональный Документы
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Process of using raw data to infer important business relationships. Collection of powerful techniques intended for analyzing large amounts of data. There is no single data mining approach, but rather a set of techniques that can be used stand alone or in combination with each other. The non-trivial extraction of novel, implicit, and actionable knowledge from large datasets. Extremely large datasets Discovery of the non-obvious Useful knowledge that can improve processes Can not be done manually
Applications - Retail
Performing basket analysis Sales forecasting Database marketing Merchandise planning and allocation
Applications Bank
Card marketing Cardholder pricing and profitability
Fraud detection
Predictive life-cycle management
Service Delivery and Customer Retention Build profiles of customers likely to use which service
Recruiting/Attracting customers Maximizing profitability (cross selling, identifying profitable customers
The whole process of collecting, storing, organizing, and analyzing data using data warehouse systems is called data warehousing. Data mining, on the other hand, is the process of making use of collected data for analysis and statistics.
Enterprise Database
Customers Orders
Transactions
Vendors Etc
Etc
Data Warehouse
Data Mining
Data Warehouse
For organizational learning to take place, data from many sources must be gathered together and organized in a consistent and useful way hence, Data Warehousing (DW) DW allows an organization (enterprise) to remember what it has noticed about its data Data Mining techniques make use of the data in a DW
Characteristics
Subject oriented Data are organized by how users refer to it Inconsistencies are removed in both nomenclature and conflicting information; (i.e. data are clean)
Integrated
Non-volatile
Read-only data. Data do not change over time. Data are time series, not current status
Time series
Summarized
Larger Non normalized Metadata Input
Customer relationship management (CRM) means generating high levels of profitable customer satisfaction through the use of knowledge generated from CRM applications using corporate and external data. CRM is based on the simple notion that the better one knows ones customers, the better one can maintain long-lasting, valuable relationships with them. The goal of CRM is to maximize relationships with customers over time, focusing on all aspects of the business, from marketing, sales, operations and service, to establishing and sustaining mutually beneficial customer relations. In order to accomplish that, the organization must develop a single, integrated view of each customer.
Definitions
is a business strategy with outcomes
that optimize profitability, revenue and customer satisfaction by organizing around customer segments, fostering customer-satisfying behaviors and implementing customer-centric processes.
is a strategy used to learn more about customers' needs and behaviors in order to develop stronger relationships with them.
History of CRM
B&S
Time line
RM
CIMS
CRM
e-CRM
Late 80s
Early 90s
Mid 90s
2002 - Future
B&S Buying & Selling RM Relationship Marketing CIMS Customer Information Management Systems CRM Customer Relationship Management
e-CRM- A subset of CRM that focuses on enabling customer interactions via e-channels
Underpinning Theory
Customers have many points of contact with an organization Retaining customers is far most cost effective than recruiting new ones Some customers are more profitable than others The 80/20 rule For most firms, 80 percent of profit comes from 20 percent of customers Use of Technology
Why CRM
Complete customer-centric end-to-end processes through Connected CRM
Seamless integration of Partners beyond enterprise boundaries through Collaborative CRM Business process support benefiting from 30 years of SAP industry experience - Industry-specific CRM
Ease of use for all employees, partners and customers involved through - People-Centric CRM
CRM Applications
Prospects: people who are not yet customers but are in the target market Responders: prospects who show an interest in a product or service Active Customers: people who are currently using the product or service Former Customers: may be bad customers who did not pay their bills or who incurred high costs
Solution
- Applying data mining Data Mining helps to Determine the behavior surrounding a particular lifecycle event Find other people in similar life stages and determine which customers are following similar behavior patterns