Data mining for CRM: Towards an integrative approach

Jacob Metro

Journal of Digital & Social Media Marketing, 2014, vol. 2, issue 1, 19-26

Abstract: This paper introduces an approach for integrating numerical, textual and network data into a predictive data-mining model for customer relationship management (CRM). Traditional data-mining services leverage single data types in analytical decision making. This provides significant value to businesses in customer identification and retention. It is expected that enabling the capability to leverage network and device information for use in these decision-making functions will not only provide further value to businesses in traditional CRM dimensions but also result in net benefit to network security.

Keywords: CRM; security; fingerprinting; mining (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2014
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Persistent link: https://EconPapers.repec.org/RePEc:aza:jdsmm0:y:2014:v:2:i:1:p:19-26

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