Data mining for customer relationship management [electronic resource] / Michael J. A. Berry.
Material type:
FilmSeries: Henry Stewart talksBusiness & management collection. Data mining: Publisher: London : Henry Stewart Talks, 2008Description: 1 online resource (1 streaming video file (61 min.) : color, sound)Subject(s): Customer relations | Data miningOnline resources: Click here to access online | Series Animated audio-visual presentations with synchronized narration.
Title from title frames.
Contents: Businesses should establish a learning relationship with their customers -- Data mining is a key enabler of the learning relationship -- Business processes are organized around the customer relationship -- Business processes generate data that can be used for modelling -- Care must be taken to ensure valid, stable models -- Examples of data mining in support of different stages of the customer relationship: product penetration, campaign response, campaign profitability, differential response analysis, customer value, recommendation and cross-selling, forecasting remaining customer lifetime.
Access restricted to subscribers.
Mode of access: World Wide Web.