A Naive KDD Approach In A Key Account Management Framework: A Case Study
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C. A. F. Gama, A. Evsukoff & J. P. Motta
Key Account Management is the strategic marketing approach which provides an effective, practical and rather simple method for companies interested in increasing their profits by correct customer and relationship management. In companies in which data is decentralized in business units, the implementation of a Key Account program passes through the accounts selection problem, and through the implementation process, that can be understood like a Knowledge Discovery in Database process where the goal is to search for accounts under given restrictions in the marketing utility function. This paper presents a case study based on the implementation of a KAM program in a Brazilian Insurance Company, where a naive KDD approach supported information system construction. Keywords: Key Account Management, Knowledge Discovery in Database, Strategic Marketing. 1 Introduction Since the globalization and the maturity of business markets have been increased the buying power of customers, one of the Strategic Marketing goals is to identify appropriate marketing tools to analyze customer management and marketing operations. The concept of Key Account Management (KAM) emerged from the Strategic Marketing with the purpose of providing an effective, practical and rather simple method for companies interested in increasing their profits by right customer and relationship management . Despite this approach has become usual in business-to-business marketing relationship, most retailers and service companies have been greatly benefited from it, building a portfolio of Key Accounts by
Key Account Management, Knowledge Discovery in Database, Strategic Marketing.