Applications of Data Mining in CRM Based on Web Log

Abstract

Nowadays, under intensified competition, winning and keeping customers is becoming more and more important. Company must focus on building long-term relationships with their customers for continuously adding market share. For defeating other financial service providers, the banks should have the ability to address their customers' preferences and priorities effectively, and should strategically use this understanding in every area to establish and strengthen long-term customer relationships. Consequently, systematic and web-based customer relationship management (CRM) will be a key factor to future success for financial service institutions. This thesis research explored advanced data mining technologies for building a best next offer predictive model, and focused on providing an integrated approach to improve performance of the prediction.