상세정보
학술대회
Visual Mining for Customer Targeting
- 저자
- 우지영, 배성민, 변정은, 최민석, 박상찬
- 발행일
- 200503
- 출처
- Asia-Pacific Web Conference (APWeb) 2005 (LNCS 3399), v.3399, pp.983-990
- 협약과제
- 05KE1900, 고객중심의 KT 컨버전스 사업전략 최적화 방안 연구, 이지형
- 초록
- In this paper, we propose the customer map - the information visualization method for customer targeting. To develop the customer map, we classify customer data into customer needs, customer characteristics, and customer value. We suggest an analysis framework to derive key dimensions of the customer map by data mining techniques and a network mapping method to detect meaningful combinations of key dimensions. The customer map is built visually in terms of these key dimensions. The proposed visual targeting model helps a decision maker to build customer-oriented strategies and offers them the ability to monitor and perceive real time state of customer value distribution based on their information without preconception. We apply the visual targeting model to a credit card company, and acquire managerial implications from this study. © Springer-Verlag Berlin Heidelberg 2005.
- KSP 제안 키워드
- Credit Card, Customer Value, Customer characteristics, Customer data, Customer needs, Customer-oriented, Data mining(DM), Decision makers(DMs), Mapping method, Network mapping, Real-Time