Author(s)

A. M. Cister & N. F. F. Ebecken

Abstract

Countless words have been written about Customer Relationship Management - CRM. Most of those papers focus on CRM's main strategies -- identification, differentiation, interaction and personalization. These strategies in themselves are perfect, but we should not fail to discuss another crucial topic: what must be done after identifying the customer through a segmentation analysis? In other words, how can we know for sure that our marketing campaigns have been successful in reaching their target -- that is, the customer? Our goal here is to introduce a tool that will allow us to identify a customer's interests through a segmentation algorithm; help create ideaslprototypes for new products, services, advertising, or promotions; and test marketing actions aimed at specific clusters in order to find out if those clusters have been reached successfully. This paper

Keywords