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Data mining for CRM: Towards an integrative approach

Author

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  • Metro, Jacob

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.

Suggested Citation

  • Metro, Jacob, 2014. "Data mining for CRM: Towards an integrative approach," Journal of Digital & Social Media Marketing, Henry Stewart Publications, vol. 2(1), pages 19-26, May.
    • Handle: RePEc:aza:jdsmm0:y:2014:v:2:i:1:p:19-26
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    More about this item

    Keywords

    CRM; security; fingerprinting; mining;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising

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