Authors: Sarika Sharma, D.P. Goyal, R.K. Mittal
Addresses: Apeejay School of Management, Dwarka, New Delhi, India. ' Institute of Management Education, GT Road, Sahibabad, Ghaziabad, India. ' GGS Indraprastha University, Kashmere Gate, Delhi, India
Abstract: Data mining is a new technology that helps businesses to predict future trends and behaviours, allowing them to make proactive, knowledge-driven decisions. When data mining tools and techniques are applied on the data warehouse based on customer records, they search for the hidden patterns and trends. These can be further used to improve customer understanding and acquisition. Customer Relationship Management (CRM) systems are adopted by the organisations in order to achieve success in the business and also to formulate business strategies, which can be formulated based on the predictions given by the data mining tools. Basically three major areas of data mining research are identified: implementation of CRM systems, evaluation criteria for data mining software and CRM systems and methods to improve data quality for data mining. The paper is concluded with a proposed integrated model for the CRM systems evaluation and implementation. This paper focuses on these areas, where there is need for more explorations, and will provide a framework for analysis of the data mining research for CRM systems.
Keywords: data mining; customer relationship management; CRM systems; evaluation; implementation; data quality.
International Journal of Business Information Systems, 2008 Vol.3 No.5, pp.549 - 565
Published online: 01 Jun 2008 *Full-text access for editors Full-text access for subscribers Purchase this article Comment on this article