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John wiley sons data mining techniques for marketing sales_15

Nó bắt đầu với một tổng quan của các loại khác nhau của mối quan hệ với khách hàng, sau đó đi vào các chi tiết của chu kỳ cuộc sống của khách hàng vì nó liên quan đến khai thác dữ liệu. Các ter chap cung cấp các ví dụ của khách hàng được định nghĩa trong các ngành công nghiệp khác nhau và một số trong những vấn đề trong việc quyết định khi bắt đầu mối quan hệ khách hàng và khi nó kết thúc. . | 448 Chapter 14 has largely replaced human-to-human interactions is allowing companies to treat their customers more personally. This brings us back to the customer and to the customer life cycle. This chapter strives to put data mining into focus with the customer at the center. It starts with an overview of different types of customer relationships then goes into the details of the customer life cycle as it relates to data mining. The chapter provides examples of how customers are defined in various industries and some of the issues in deciding when the customer relationship begins and when it ends. The focal point is the customer and the ongoing relationship that customers have with companies. Levels of the Customer Relationship One of the major goals of data mining is to understand customers and the relationships that customers have with an organization. A good place to start understanding them better is by using the different levels of customer relationships and what customers are telling us through their behavior. Customers generate a wealth of behavioral information. Every payment made every call to customer service every click on the Web every transaction provides information about what each customer does and when and which interventions are working and which are not. The Web is a particularly rich source of information. CNN does not know who is viewing or paying attention to their cable news program. The New York Times does not know which parts of the paper each subscriber reads. On the Web though cnn.com and nytimes.com have a much better indication of readers interests. Connecting this source of information back to individuals over time is challenging not to mention the challenge of connecting readers interests to advertising over time . Customers are not all created equal. Nor should all customers be treated equally since some are clearly more valuable than others. Figure 14.1 shows a continuum of customer relationships from the perspective of the amount