Title :
Data Mining Technology and Its Application in CRM of Commercial Banks
Author :
Fang, Bin ; Ma, Shoufeng
Author_Institution :
Sch. of Manage., Tianjin Univ., Tianjin, China
Abstract :
CRM is an innovative marketing strategy centered on customer and a comprehensive management and technological method. The application of data mining (DW) technology in CRM plays an important role in improving the level and efficiency of CRM in commercial banks. This paper mainly introduces structures of CRM in commercial banks and DM technology, and emphasizes the application of DM technology in the CRM of the commercial bank and finally discusses some key problems related to this application of DM in the CRM.
Keywords :
banking; customer relationship management; data mining; commercial banks; customer relationship management; data mining technology; innovative marketing strategy; Business; Customer service; Data mining; Data warehouses; Delta modulation; Innovation management; Marketing management; Operating systems; Protocols; Technology management; CRM; bank; data mining; data warehouse;
Conference_Titel :
Database Technology and Applications, 2009 First International Workshop on
Conference_Location :
Wuhan, Hubei
Print_ISBN :
978-0-7695-3604-0
DOI :
10.1109/DBTA.2009.128
