Customer Relationship Management, 1st Edition by Pearson

10

Data analyses and datamining

We have not yet achieved sufficient success in our role as a superior competitor in integrating the explicit customer knowledge obtained from data analyses with the implicit customer knowledge obtained from the human brain of contact persons. In order to improve this situation, the goal of this chapter and this book are to familiarise users of data analyses with:

• the possibilities offered by (statistical and) datamining techniques, so that they learn how to derive the maximum amount of profit from this resource; and
• to initiate them into the analysis process in which a role is set aside for them as well.

Before going into data analysis in depth, Section 10.1 will examine the experiences others have had with ...