Discovering Important Relationships for Effective Target Marketing
نویسنده
چکیده
The ubiquity of data acquisition technologies has amazed huge amount of customer profiles for many modern organizations. While the notion of “information is power” motivates the storage of such data, the competitive advantage is only realized with the ability to analyze and use the insights obtained. As such, data mining becomes an important technology that affects business strategies. However, the current trend in data mining focuses on the analysis of customer transactions rather than their profiles. In this chapter, we introduce CrystalBall – a novel application that data mine customer profiles to discover important business relationships. The discovery of such relationships is useful under various business settings such as target marketing to reaching new customers. This chapter discusses the development of CrystalBall using XML and Microsoft’s .NET technology. In addition, we have successfully deployed a customized version of CrystalBall with a management consultancy firm. User evaluations on the tool showed promising results in enhancing their business operations.
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