Abstract:
This paper describes a new approach for analyzing customer behavior from data collected in customer relationship management systems. The very short response times of the new approach allows one to browse interactively through the variables describing a customer. This allows discovery and understanding of behavior patterns with little effort. The same approach can also provide customer segmentation into segments of similar behavior without the need to define criteria for similarity in advance. Thirdly the approach is able to make real time predictions about user behavior which can be used to personalize web pages, make caller specific offers in call centers, or to target campaigns. A case study from an online computer magazine is presented.
This could also be of interest:
Research Papers
Understanding the customer with analytical CRM
Catalogue: Automotive Research Forum 2013: Driving Change, Driving Business
Author: Tiger Lee Weihan
 
May 24, 2013
Research Papers
No successful CRM without MRC
Catalogue: ESOMAR Customer Relationship Management Conference 2002
Author: Thomas Liehr
Company: KANTAR TNS Malaysia
March 17, 2002
Research Papers
A framework for improved CRM analytics
Catalogue: ESOMAR Customer Relationship Management Conference 2002
Authors: David Harding, Edgar Ortiz
Company: McKinsey & Company
March 17, 2002
