Be Customer Wise or Otherwise: Combining Data Mining and Interactive Visual Analytics to Analyse Large and Complex Customer Resource Management (CRM) Data

• Main Authors: KAM, Tin Seong, MISRA, Aditya Hridaya, JI, Jun Yao
• Format: text
• Language: English
• Published: Institutional Knowledge at Singapore Management University 2013
• Subjects: Customer Analytics; Cluster Analysis; customer segmentation; Customer Live-time Value; RFM; data visualization; data mining; Databases and Information Systems; Numerical Analysis and Scientific Computing
• Online Access: https://ink.library.smu.edu.sg/sis_research/2051; http://support.sas.com/resources/papers/proceedings13/105-2013.pdf
• Institution: Singapore Management University

In this competitive world, more and more companies, such as our project sponsor, a global logistics company, are exploring the potential use of data mining techniques to make informed and intelligent marketing strategies. We conducted a customer segmentation study using a comprehensive set of custom...