Data Quality in the Context of Customer Segmentation
نویسندگان
چکیده
There's no such thing as data quality in general: it all depends on the particular business application [10]. With this in mind, we begin by introducing customer segmentation as a basic data mining application in analytical CRM. We describe the structure of the data mining environment and outline data selection as an essential, but difficult sub-problem. From there, we go on to develop three perspectives for approaching the issue: marketing, data mining, and data quality. Then we introduce a process model for the systematic identification of input variables for customer segmentation. Additionally, we offer practical suggestions and set out difficulties and requirements for further development.
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