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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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