Data mining for customer relationship management [electronic resource] / Michael J. A. Berry.
Material type:
FilmPublisher number: 1777 | Henry Stewart TalksSeries: Henry Stewart talks. Marketing & management collection. Data miningPublication details: London : Henry Stewart Talks, 2008.Description: 1 online resource (1 streaming video file (61 min.) : color, sound)Subject(s): Online resources: | Item type | Current library | Home library | Call number | Status | Date due | Barcode |
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Books
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Chinhoyi University of Technology Libraries | Chinhoyi University of Technology Libraries | Available |
Animated audio-visual presentations with synchronized narration.
Title from title frames.
Contents: Businesses should establish a learning relationship with their customers -- Data mining is a key enabler of the learning relationship -- Business processes are organized around the customer relationship -- Business processes generate data that can be used for modelling -- Care must be taken to ensure valid, stable models -- Examples of data mining in support of different stages of the customer relationship: product penetration, campaign response, campaign profitability, differential response analysis, customer value, recommendation and cross-selling, forecasting remaining customer lifetime.
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Mode of access: World Wide Web.
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