Author(s)

G. Pedrazzi, R. Turra & A. Zanasi

Abstract

CRM (Customer Relationship Management) is an iterative process that turns customer information into customer relationships. An important aspect regards customer Knowledge Discovery process which allows identification, segmentation and behavior prediction of the customer base. In this process data mining is probably the most known step. This paper presents a method for identifying the best prospects for a direct marketing campaign, consisting on the usage of two different classification techniques. The first one is based on demographic clustering and the other is based on neural network models, both of them are used against the prospect database. We apply this method to an insurance company database, using their customers' data in order to construct and verify the models. By comparing the results of the two analyses, we find that the two approaches almo

Keywords