Data analysis & Data mining

Phases in the analysis process

Types of analysis questions within the
framework of a CRM strategy
 Data mining techniques
• Neural networks
• Case based reasoning
• Decision tree
 Data mining tools
• SPSS
• MATLAB
• AMOS
• SAS
 Question
• The traditional shopkeeper who still maintains
personal contact with his customers is
considered to have more (implicit) knowledge
of his customers than the CRM manager with
expensive software and databases at his
disposal.
a) Do you agree with the statement?
b) Why is it that the CRM manager appears to lag
behind the classis shopkeeper?
Segmentations & Selections
 Segmentation criteria
• Geographic
• Demographic
• Psychographic
• Behaviour
 Characteristics of a good segment
• Measurable
• Substantial
• Accessible
• Differentiable
• Actionable
 Profiling a segment
• Internal sources & external sources
• Qualitative research
Segmentation research used in compiling the
list
• RFM – Recency Frequency Monetary Value
method
• CHAID – Chi-squared Automated Interaction
Detection
• CART – Classification & Regression Trees
RFM
Thank you!