A Screening Tool Based On Neural Networks
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
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