Data mining of CRM knowledge bases for effective market segmentation: A conceptual framework

Authors

Jounghae Bang, University of Rhode Island
Nikhilesh Dholakia, University of Rhode Island
Lutz Hamel, University of Rhode IslandFollow
Ruby Roy Dholakia, University of Rhode Island

Document Type

Conference Proceeding

Date of Original Version

11-23-2004

Abstract

This paper illustrates the linkages between CRM systems, data mining techniques, and the strategic notions of market segmentation and relationship marketing. Using the hypothetical example of a consumer bank, the data in a relationship based marketing environment are illustrated and guidelines for knowledge discovery, data management and strategic marketing are developed.

Publication Title, e.g., Journal

ICEIS 2004 - Proceedings of the Sixth International Conference on Enterprise Information Systems

Citation/Publisher Attribution

Bang, Jounghae, Nikhilesh Dholakia, Lutz Hamel, and Ruby R. Dholakia. "Data mining of CRM knowledge bases for effective market segmentation: A conceptual framework." ICEIS 2004 - Proceedings of the Sixth International Conference on Enterprise Information Systems (2004): 335-342. https://digitalcommons.uri.edu/cs_facpubs/96