CRM In A Real-world Insurance Company
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
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