Data Mining im CRM

Business Relationship Management and Marketing

“…Publications on customer relationship management commonly subdivide the topic to operative, analytical, strategic and communicative CRM (as examples for others: (Hilbert 2009;Hippner and Wilde 2008;Hippner 2010;Leußer et al 2011;Rentzmann et al 2011). Figure 9.1 provides a systematic overview and shows the relationships between the subtasks of CRM.…”

“…A data warehouse is a corporate-wide concept. Separating data analysis from the operative systems ensures that daily business is not hindered by the vast processing power required for analysis applications Hippner and Wilde (2008) and the necessity to overcome technical, syntax, semantic and pragmatic standards between the application subsystems (Gersch 1998), partially redundant data storage usually has to be accepted (Schelp 2010). This data pool is stored and managed separately from the operative databases (Gabriel et al 2009).…”

“…The means to an end here is primarily to secure adequate customer satisfaction of the current and future customers deemed attractive (Hippner 2006(Hippner , 2010Hippner and Wilde 2008), the secondary intention being targeted design of additional loyalty factors (e.g. The means to an end here is primarily to secure adequate customer satisfaction of the current and future customers deemed attractive (Hippner 2006(Hippner , 2010Hippner and Wilde 2008), the secondary intention being targeted design of additional loyalty factors (e.g.…”

“…• Phases of the customer life cycle: CRM concepts can focus on single subtasks over the course of the so-called customer life cycle (Hippner 2006;Hippner and Wilde 2008;Wimmer and Göb 2006). These include e.g.…”

“…The following fundamental types of potential problems are particularly relevant as data mining tasks (Chamoni et al 2010;Hippner and Wilde 2008): The following fundamental types of potential problems are particularly relevant as data mining tasks (Chamoni et al 2010;Hippner and Wilde 2008):…”