Customer relationship management_dwm_ankita_dubey

By: Ankita Dubey

Research Paper details Introduction Paper 1 discussion Paper 2 discussion Paper 3 discussion Conclusion References

3 March 2017 MPSTME, NMIMS, Mumbai 2

Title: Data Mining Strategies and Techniques for CRM Systems Authors:

Dr. Abdullah S. Al-Mudimigh, Zahid Ullah , Farrukh Saleem

Title: Improving The Retailers Profit For CRM Using Data Mining Techniques

Author: K.Deepa, S.Dhanabal Vishnukumarkaliappan

Title: Application of Data Mining Technology in the Tourism Product's Marketing CRM

Author: Shenglei PEI


CRM: Customer Relationship Management Strategy and process of

▪ identifying, ▪ retaining and ▪ associating

selective customers in order to sustain their relationship with the organization.

With CRM, greater efficacy and effectiveness in delivering strategies could be achieved.

CRM involves all of your organizations “Customer Touch Points” and includes every part of your company that has direct or indirect interaction with your customers and prospects.


Technology Management Sales Management Marketing Management Customer Support Management Supply Chain Management Facilities Management Knowledge Management Retail Management

Data Mining


Paper 1 proposed that

Data mining is also a successful factor of CRM.

In this model the association mining techniques for finding loyalty and background of the customer, and making some prediction for the contacting customer.


Knowledge discovery plays important role in CRM. Stuck or loop problems can be resolved by including

data mining into CRM. Enhance the capability of CRM in : Customer services

Organization services

Online services. The applications of data mining applied on the

existing database is generating new rules and patterns from the experienced data.

The conclusion is, data mining is the part of CRM.


Retailing?

Data mining has : Identifying Attracting Developing Retaining

Missing…

Predict the demand of products

The main drawbacks in retail business are if products are sold in huge amount and high demand arises and subsequently if stock is not available it leads to inconsistencies of profit to the retailers.


CRM + SCM Grouping of similar customers

▪ Valuable customers

▪ Regular customers

▪ Occasional customers

Business development ▪ Occasional customers are changed to regular or valuable

customers by providing some attracting programs, discounts etc.

▪ Apply Data cube technology the yearly, monthly, weekly, daily and seasonal based sold products are verified and stored on the database


Customer attraction and retaining the customers

Attraction ▪ Discounts , loyalty programs

are conducted which motivates the customer to place an order immediately.

▪ Direct marketing and coupon distribution are some examples of customer attraction

Retaining Predictive analysis of data

mining techniques

Analysis of customer will retain or not are identified by hidden markov model.


Reinforcement of relationship marketing. Development of supporting strategies can

increase the sales. Effective integration of CRM and SCM is

designed by considering parameters of product, customer and sales information.

More parameters can be added.



Data mining process in CRM

Decision tree algorithm for customer profitability analysis.

Data sorting: In order to facilitate the operation the data should be processed first.

Carry out data mining by using decision tree algorithm.

The key point of using decision tree algorithm is to calculate the information gain and look for a branch node.



Gain(A) represents information gain of attribute A ;

I( S1 ,S2,…. Sm) is the expectations of the element information,

m in which says the number of attribute values.

CRM system based on data mining

Better use of customer information

Quickly and efficiently get valuable knowledge

Realize efficient management and operation.

But a lot of research is still stay in theoretical and lack of practice; many theories need to be tested and perfected in practice.


[1] Dr. Abdullah S. Al-Mudimigh, Zahid Ullah and Farrukh Saleem, “DATA MINING STRATEGIES AND TECHNIQUES FOR CRM SYSTEMS”

[2] K.Deepa, S.Dhanabal and Vishnukumarkaliappan “Improving The Retailers Profit For CRM Using Data Mining Techniques”, 2014 World Congress on Computing and Communication Technologies,978-1-4799-2876-7/13 2013 IEEE DOI 10.1109/WCCCT.2014.23

[3] Shenglei PEI, “Application of Data Mining Technology in the Tourism Product's Marketing CRM”,2013 2nd International Symposium on Instrumentation and Measurement, Sensor Network and Automation (IMSNA), 978-1-4799-2716-6/13 2013 IEEE


Any questions?


Customer relationship management_dwm_ankita_dubey

Engineering

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