Data mining no contexto de customer relationship management
Fernando Carvalho de Almeida, José de Oliveira Siqueira, Luciana Massaro Onusic · 2005
Companies are increasingly concerned about understanding customer behavior in order to improve the relationship and loyalty of customers towards the company. Customer Relationship Management CRM therefore integrates an information acquisition process called Data Mining DM to acquire knowledge about the profile and behavior involved. The sequence of DM is presented together with several statistical techniques to orient the implementation of DM in the context of CRM.