Towards an optimal classification model against imbalanced data for Customer Relationship Management

This paper proposes a comprehensive classification framework applicable to the analytical Customer Relationship Management (CRM) problem domain of customer identification. Effective data mining tools have for long been anticipated in CRM as a promising technique to extract from historical data the knowledge that improves the quality of all CRM functions. However, standardized CRM data mining processes are yet to be developed. The proposed methodology provides quality solutions to most challenges encountered during a typical analytical CRM project, and has been tested on the difficult task from the UC San Diego Data Mining contest. The result outperforms some prevalent data mining techniques in the CRM domain.