Customer Relationship Management in Datawarehousing and Mining. Summarised IEEE papers. For more visit: https://ankitadubeyblog.wordpress.com/

1. By:
Ankita Dubey

2.  Research Paper details
 Introduction
 Paper 1 discussion
 Paper 2 discussion
 Paper 3 discussion
 Conclusion
 References
3 March 2017 MPSTME, NMIMS, Mumbai 2

3.  Title: Data Mining Strategies andTechniques for CRM Systems
 Authors:
 Dr.Abdullah S.Al-Mudimigh,
 Zahid Ullah ,
 Farrukh Saleem
 Title: Improving The Retailers Profit For CRM Using Data Mining
Techniques
 Author:
 K.Deepa, S.Dhanabal
 Vishnukumarkaliappan
 Title: Application of Data Mining Technology in the Tourism Product's
MarketingCRM
 Author:
 Shenglei PEI
3 March 2017 MPSTME, NMIMS, Mumbai 3

4.  CRM: Customer Relationship Management
 Strategy and process of
▪ identifying,
▪ retaining and
▪ associating
selective customers in order to sustain their relationship
with the organization.
 With CRM, greater efficacy and effectiveness in delivering
strategies could be achieved.
 CRM involves all of your organizations “CustomerTouch
Points” and includes every part of your company that has
direct or indirect interaction with your customers and
prospects.
3 March 2017 MPSTME, NMIMS, Mumbai 4

5.  Technology Management
 Sales Management
 Marketing Management
 Customer Support Management
 Supply Chain Management
 Facilities Management
 Knowledge Management
 Retail Management
Data Mining
3 March 2017 MPSTME, NMIMS, Mumbai 5

6.  Paper 1 proposed that
 Data mining is also a successful factor of CRM.
 In this model the association mining techniques
for finding loyalty and background of the
customer, and making some prediction for the
contacting customer.
3 March 2017 MPSTME, NMIMS, Mumbai 6

7. 3 March 2017 MPSTME, NMIMS, Mumbai 7

8.  Knowledge discovery plays important role in CRM.
 Stuck or loop problems can be resolved by including
data mining into CRM.
 Enhance the capability of CRM in :
 Customer services
 Organization services
 Online services.
 The applications of data mining applied on the
existing database is generating new rules and
patterns from the experienced data.
 The conclusion is, data mining is the part of CRM.
3 March 2017 MPSTME, NMIMS, Mumbai 8

9. Retailing?
Data mining has :
 Identifying
 Attracting
 Developing
 Retaining
Missing…
Predict the demand of
products

10.  The main drawbacks in retail business are if
products are sold in huge amount and high
demand arises and subsequently if stock is
not available it leads to inconsistencies of
profit to the retailers.
3 March 2017 MPSTME, NMIMS, Mumbai 10

11.  CRM + SCM
 Grouping of similar customers
▪ Valuable customers
▪ Regular customers
▪ Occasional customers
 Business development
▪ Occasional customers are changed to regular or valuable
customers by providing some attracting programs, discounts
etc.
▪ Apply Data cube technology the yearly, monthly, weekly,
daily and seasonal based sold products are verified and
stored on the database
3 March 2017 MPSTME, NMIMS, Mumbai 11

12.  Customer attraction and retaining the customers
 Attraction
▪ Discounts , loyalty programs
are conducted which
motivates the customer to
place an order immediately.
▪ Direct marketing and coupon
distribution are some
examples of customer
attraction
 Retaining
 Predictive analysis of data
mining techniques
 Analysis of customer will
retain or not are identified by
hidden markov model.
3 March 2017 MPSTME, NMIMS, Mumbai 12

13. 3 March 2017 MPSTME, NMIMS, Mumbai 13

14.  Reinforcement of relationship marketing.
 Development of supporting strategies can
increase the sales.
 Effective integration of CRM and SCM is
designed by considering parameters of
product, customer and sales information.
 More parameters can be added.
3 March 2017 MPSTME, NMIMS, Mumbai 14

15. 3 March 2017 MPSTME, NMIMS, Mumbai 15
 Data mining process in CRM

16. 3 March 2017 MPSTME, NMIMS, Mumbai 16

17.  Decision tree algorithm for customer
profitability analysis.
 Data sorting: In order to facilitate the
operation the data should be processed first.
 Carry out data mining by using decision tree
algorithm.
 The key point of using decision tree algorithm
is to calculate the information gain and look
for a branch node.
3 March 2017 MPSTME, NMIMS, Mumbai 17

18. 3 March 2017 MPSTME, NMIMS, Mumbai 18
Gain(A) represents information gain of attribute A ;
I( S1 ,S2,…. Sm) is the expectations of the element information,
m in which says the number of attribute values.

19. 3 March 2017 MPSTME, NMIMS, Mumbai 19

20.  CRM system based on data mining
 Better use of customer information
 Quickly and efficiently get valuable knowledge
 Realize efficient management and operation.
 But a lot of research is still stay in theoretical
and lack of practice; many theories need to
be tested and perfected in practice.
3 March 2017 MPSTME, NMIMS, Mumbai 20

21.  [1] Dr. Abdullah S. Al-Mudimigh, Zahid Ullah and Farrukh Saleem,
“DATA MINING STRATEGIES AND TECHNIQUES FOR CRM
SYSTEMS”
 [2] K.Deepa, S.Dhanabal and Vishnukumarkaliappan “Improving
The Retailers Profit For CRM Using Data Mining Techniques”, 2014
World Congress on Computing and Communication
Technologies,978-1-4799-2876-7/13 2013 IEEE DOI
10.1109/WCCCT.2014.23
 [3] Shenglei PEI, “Application of Data Mining Technology in the
Tourism Product's Marketing CRM”,2013 2nd International
Symposium on Instrumentation and Measurement, Sensor
Network and Automation (IMSNA), 978-1-4799-2716-6/13 2013
IEEE
3 March 2017 MPSTME, NMIMS, Mumbai 21

22. Any questions?
3 March 2017 MPSTME, NMIMS, Mumbai 22