سال انتشار: ۱۳۸۹
محل انتشار: چهارمین کنفرانس بین المللی مدیریت بازاریابی
تعداد صفحات: ۱۲
Elaheh Gholamzadeh Nabati – Postgraduate student, Science and Research Branch, Islamic Azad University, Tehran, Iran
M.J. Tarokh – Department of Industrial Engineering, K.N. Toosi University of Technology, Tehran, Iran
Business intelligence (BI) is the key used by enterprises to collect, manage and analyze structural and nonstructural data. The result is information and knowledge that can be used to improve the organization’s efficiency. One of the most useful business intelligent tools is Data Mining. In this paper customers are segmented by data mining and data envelopment analysis and profitable ones recognized. Most profitable customers are traditionally considered to be more valuable to the company. Thus finding them is a serious concern. Data envelopment analysis (DEA) is applied to discriminate profitable industrial customers. Industrial customers are organizations and institutions who are the customers of a company and not the individual customers. Individual customers are usually the center of major researches in the field of CRM but in this Research we focus on industrial customers. Profitable customers are segmented, based on their efficiency by DEA and the common pattern between profitable ones is anticipated by K-means and decision tree analysis. The last part of paper is dedicated to a case study that investigates the proposed framework on recognizing profitable customers and segmenting them in a metal casting company in Iran.