Title :
Application of data mining techniques in customer realationship management for an automobile company
Author :
Tang, Alicia Y C ; Azami, Nur Hanani ; Osman, Norfaezah
Author_Institution :
Coll. of Inf. Technol., Univ. Tenaga Nasional, Kajang, Malaysia
Abstract :
This work analyzes well-known DM techniques in Weka workbench, and reports the simulation results of applying four selected DM techniques and classifiers in the open source workbench to the Customer Relationship Management (CRM) problem in an automobile enterprise. It is proposed that data mining techniques to be used in aiding the salesperson and management of the enterprise for effective decision making. This approach was applied to 500 preprocessed records out of 2000 raw data sets for the past 5 years. Simulation results show that the large volume of customer historical data can play a value-added role for enterprise development in a way that the mined data helps them to study customer behavior so that personalized services can be provided. This paper also discusses the evaluation results of the four classifiers used in mining the customer data.
Keywords :
automobile industry; customer relationship management; data mining; CRM; DM techniques; automobile company; customer realationship management; data mining techniques; decision making; Algorithm design and analysis; Automobiles; Classification algorithms; Companies; Data mining; Decision trees; Delta modulation; Weka; classifiers; data mining; evaluation;
Conference_Titel :
Information Technology and Multimedia (ICIM), 2011 International Conference on
Conference_Location :
Kuala Lumpur
Print_ISBN :
978-1-4577-0988-3
DOI :
10.1109/ICIMU.2011.6122754
