Abstract
According to the concept of data mining and customer relationship management (CRM), we clarified the connotation of CRM based on data mining first. Further, based on the core ideology of solutions in CRM and typical mining methods of data mining, we constructed the system structure of CRM based on data mining from four aspects that are customer contact, data storage, data mining, and business application. Among them, the data mining plays the core role. Next, combined with the characteristics of CRM and data mining, the realization process and implementation steps of data mining in CRM have been revealed. Later, including but not limited to new customer obtaining, customer subdivision, cross marketing, customer retention, and customers’ profitability analysis, we discussed the application direction of data mining in CRM. Finally, we concluded the application value and significance of CRM based on data mining.
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Wang, Y., Zhou, T. (2013). Research of Data Mining in Customer Relationship Management. In: Yang, Y., Ma, M. (eds) Proceedings of the 2nd International Conference on Green Communications and Networks 2012 (GCN 2012): Volume 2. Lecture Notes in Electrical Engineering, vol 224. Springer, Berlin, Heidelberg. https://doi.org/10.1007/978-3-642-35567-7_20
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DOI: https://doi.org/10.1007/978-3-642-35567-7_20
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