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Abstracts
1st Industrial Conference on Data Mining ICDM´2001
24. 07. - 25. 07. 2001 Leipzig/Germany
Analytical CRM
Andrea Ahlemeyer-Stubbe, Vice President European Center Data Base Marketing
Today's competitive markets impose demanding challenges on business leaders. Customer-level information must be leveraged to acquire further market share; informationbased business is an essential ingredient to successful CRM(customer relationship management). This talk presents an efficient way of implementing analytical CRM systems that fully support key business goals: improved cross-selling, reduced attrition rates, increased customer profitability, fact-based decision making and direct marketing, The technological enablers are: a customer database, a decision support system, a data mining environment used for efficient customer targeting and campaign management for planning, executing and controlling marketing actions.