Data mining process model for marketing and CRM

The role of data mining has become increasingly important for organizational marketing that has large databases of information on customers. The data mining researchers have presented various mining algorithms to extract patterns in data for successful CRM approach. The traditional dominant KDD process model offers valuable guidance on the projected-management oriented stages, with no relevant mechanism to provide guidance in the crucial issue of business understanding, model selection and known knowledge integration. The requirements of continuous data mining process for marketing and CRM environment are described, and then a novel integrative framework for knowledge discovery process is proposed, and a knowledge conceptual hierarchy to characterize the process operation features and interrelations is discussed.