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Application of data mining techniques in customer relationship management: A literature review and classification by E.W.T. Ngai; Li Xiu; D.C.K. Chau is a Computer Science article available to read on EtoBox.

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Despite the importance of data mining techniques to customer relationship management (CRM), there is a lack of a comprehensive literature review and a classification scheme for it. This is the first identifiable academic literature review of the application of data mining techniques to CRM. It provides an academic database of literature between the period of 2000–2006 covering 24 journals and proposes a classification scheme to classify the articles. Nine hundred articles were identified and reviewed for their direct relevance to applying data mining techniques to CRM. Eighty-seven articles were subsequently selected, reviewed and classified. Each of the 87 selected papers was categorized on four CRM dimensions (Customer Identification, Customer Attraction, Customer Retention and Customer Development) and seven data mining functions (Association, Classification, Clustering, Forecasting, Regression, Sequence Discovery and Visualization). Papers were further classified into nine sub-categories of CRM elements under different data mining techniques based on the major focus of each paper. The review and classification process was independently verified. Findings of this paper indicate

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Author

E.W.T. Ngai; Li Xiu; D.C.K. Chau

Publisher

Elsevier BV

Published

2009

Language

EN

Field

Computer Science (Physical Sciences)