This item is non-discoverable
Christoph Wortmann
Former Member
Last Name
Wortmann
First name
Christoph
Email
christoph.wortmann@unisg.ch
Phone
+41 71 224 2834
1 results
Now showing 1 - 1 of 1
- Some of the metrics are blocked by yourconsent settings
Item type:Publication, Evaluating Data Integration in the CRM context at the example of the automobile industryThe overall aim of this paper is to show a practical application example of data integration and data mining in marketing within a real-world data set from the automotive industry. In this context, the underlying assumption is that the more relevant data predictive models are provided, the better the accuracy of the predictions and thus, the better the targeting of customers. In doing so, one major challenge is the resulting missing data problem that has to be solved before a predictive model can be applied. The present paper first outlines all necessary steps for a successful data integration in a CRM context, followed by an application/evaluation of different methods for solving the resulting missing value problem. Finally, the value generation of this data integration approach will be assessed as well.Type:conference paper