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| Author: | Padmanabhan, B. Tuzhilin, A. |
| Title: | On the use of optimization for data mining: theoretical interactions and eCRM opportunities |
| Journal: | Management Science
2003 : OCT, VOL. 49:10, p. 1327-1343 |
| Index terms: | Customer relationship management (CRM) Data mining Optimization |
| Language: | eng |
| Abstract: | Prior research on the solution to analytical electronic customer relationship management (eCRM) problems has used either data-mining (DM) or optimization methods, but has not combined the two approaches. By leveraging the strengths of both approaches, the eCRM problems of customer analysis, customer interactions and the optimization of performance metrics (such as the lifetime value of a customer on the Web) can be better analyzed. Particularly, many eCRM problems have been traditionally addressed using DM methods. There are opportunities for optimization to improve these methods, and these opportunities are described in this paper. |
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