Data Mining Techniques in CRM Inside Customer Segmentation

This is an applied handbook for the application of data mining techniques in the CRM framework. It combines a technical and a business perspective to cover the needs of business users who are looking for a practical guide on data mining. It focuses on Customer Segmentation and presents guidelines for the development of actionable segmentation schemes.By using non-technical language it guides readers through all the phases of the data mining process Methodological and technical issues are covered in detail but also in a simple way for users with no relevant experience. It proposes mining data marts and 'actual' input fields / KPIs for all major industries. Real-world segmentation examples from Banking, Telecommunications and Retailing are presented in detail and step by step preparing users for designing and implementing similar projects on their own. It provides deployment recommendations for the effective use of the data mining results in marketing.

Konstantinos Tsiptsis, CRM and Customer Intelligence Manager, Eurobank, EFM, Greece

Antonios Chorianopoulos, Greek Ministry of Economy and Finance, Data Analysis Unit, MIS Service, Greece.