Data Mining-Based Marketing Support System for Telecom Operators

Due to the application of operations support system (OSS), the telecom operators increasingly have the capability to accumulate huge amounts of customer data in large databases. However, much of the useful marketing insights into customer characteristics and their purchase patterns are largely hidden and untapped. Current emphasis on customer relationship management makes the marketing function an ideal application area to greatly benefit from the use of data mining tools for decision support. In this paper a systematic framework of marketing support system (MSS) that uses data mining techniques is proposed to support marketing decisions and manage the marketing process. This methodology can be the basis for enhancing customer relationship management.