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KDD-2000 Sixth ACM SIGKDD International Conference on Data Mining for Successful Customer Management
(CRM)
Gregory Piatetsky-Shapiro, Steve
Gallant, Dorian Pyle
Abstract: The
promise of data mining in business environments is enormous. Until recently capitalizing on that
promise in a real-world business environment has sometimes been very
difficult. The promise is still as
bright as ever and the recent past has taught practitioners of data mining
for CRM (customer relationship management) much about delivering high-return,
practical results. Data
mining is not a universal panacea for CRM success. Critical criteria include tools selection, business objective
matching, data discovery, preparation & delivery. Successful data mining in a CRM
environment is far more than the application of algorithms to data. Customer
Relationship Management is a broad approach to doing business. It is holistic in that it encompasses all
aspects and functions of a company, focusing on managing the relationship
between customer and company just as much between company and customer. CRM requires a two-way street – and
exchange of information just as much as of goods and services. This tutorial selects five crucial CRM
strategic business areas. Although
part of a whole, each area is examined separately in the tutorial to enable a
clear view of the problems to be met, the business problem to be solved, and
the methods for delivering value. The
areas chosen for scrutiny are: data preparation, customer segmentation,
attrition, cross sell and e-commerce. The tutorial assumes
mastery all of the essential data mining concepts, practices and
procedures. It focuses particularly
on leveraging these basic skills to get the most out of them, and extend the
miner’s skill set within CRM. Biographies
of Organizers: Gregory Piatetsky-Shapiro,
Ph.D. - Vice President and Chief Scientist, Analytics, Xchange. Gregory Piatetsky- Shapiro works on
translating the latest analytical technology and methodology to successful
business applications. He has many publications in the field, including "Advances in Knowledge Discovery and
Data Mining", MIT Press. He is Founder and Editor, KDnuggets.com
newsletter and web site; Founder, Knowledge Discovery in Databases (KDD)
conferences, and General Chair, KDD-89, 91, 93, 98; Director, ACM
SIGKDD. He was formerly, Principal
Member of Technical Staff, GTE Laboratories. Steve
Gallant,
Ph.D. - Director, Analytics Services, Xchange. Steve Gallant leads consulting engagements
for financial institutions. He was
formerly, Senior Scientist at HNC Software and Belmont Research, and
Associate Professor of Computer Science at Northeastern University. He is the author of "Neural Network
Learning" (MIT Press); has three patents in neural networks, expert
systems and information retrieval; and has 40 published papers. Dorian Pyle - Director, Training & Methodology, Xchange. Dorian Pyle has over 20 years of
experience in solving business analytical and mining problems. He is the author of "Data
Preparation for Data Mining," (Morgan Kaufmann, 1999,) “Business
Modeling and Data Mining,” (Morgan Kaufmann, forthcoming 2000.) He is an
invited speaker at leading conferences on e-commerce, CRM, data and web
mining. He was formerly, Senior
Consultant, Data Miners. President, Xychron Corporation. Partner, Naviant Technology Solutions;
Consultant, Thinking Machines Corporation. |
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