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Publicação
Building clusters for CRM strategies by mining airlines customer data
| Nome: | Descrição: | Tamanho: | Formato: | |
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| 10.32 MB | Adobe PDF |
Orientador(es)
Resumo(s)
As airlines strive to gain market share and sustain profitability in today’s
economically challenging environment, they should develop new ways to optimize
their frequent flyer programs while increase revenues. Aware of the challenges,
airlines want to implement a customer relationship management (CRM) strategy based
on customer analytics and data mining techniques to support marketing decisions. So,
to achieve this goal, we have to apply clustering techniques to the company customer
databases and develop a single view of customer across their demographic and
behavioral characteristics as well as their value for the company. This will enable the
company to identify the most profitable customers and run marketing campaigns more
efficiently.
Descrição
Trabalho de Projeto apresentado como requisito parcial para obtenção do grau de Mestre em Estatística e Gestão de Informação, especialização em Estudos de Mercado e Gestão de Relacionamento com o Cliente
Palavras-chave
Cluster analysis Airlines Data mining Decision support Customer relationship management