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Evaluating Data Integration in the CRM context at the example of the automobile industry
ISSN
1864-9734
ISBN
978-3-942952-36-1
Type
conference paper
Date Issued
2015-06-16
Author(s)
Editor(s)
Perner, Petra
Abstract
The 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.
Language
English
Keywords
Data Integration
Data Mining
CRM
Marketing
Missing Values
HSG Classification
contribution to practical use / society
Refereed
Yes
Book title
Data Mining in Marketing - New Developments - : Workshop Proceedings
Publisher
ibai-publishing
Publisher place
Fockendorf
Start page
21
End page
32
Pages
12
Event Title
8th International Workshop on Data Mining in Marketing
Event Location
Hamburg
Subject(s)
Division(s)
Eprints ID
242940