Chapter 1. Data Mining in CRM

  1. Konstantinos Tsiptsis1 and
  2. Antonios Chorianopoulos2

Published Online: 20 JAN 2010

DOI: 10.1002/9780470685815.ch1

Data Mining Techniques in CRM: Inside Customer Segmentation

Data Mining Techniques in CRM: Inside Customer Segmentation

How to Cite

Tsiptsis, K. and Chorianopoulos, A. (2010) Data Mining in CRM, in Data Mining Techniques in CRM: Inside Customer Segmentation, John Wiley & Sons, Ltd, Chichester, UK. doi: 10.1002/9780470685815.ch1

Author Information

  1. 1

    CRM & Customer Intelligence Expert, Athens, Greece

  2. 2

    Data Mining Expert, Athens, Greece

Publication History

  1. Published Online: 20 JAN 2010
  2. Published Print: 15 JAN 2010

ISBN Information

Print ISBN: 9780470685822

Online ISBN: 9780470685815



  • data mining in CRM;
  • customers, most important asset of organizations;
  • CRM (Customer Relationship Management) - strategy for strengthening loyal and long-lasting customer relationships;
  • CRM objectives and benefits made clearer - two clothing stores with different selling approaches;
  • data mining and association models - market basket and sequence analysis;
  • next best activity strategy and “individualized” customer management;
  • customer satisfaction with customer retention - and customer development through customer insight;
  • analytical CRM, analyzing customer information to address CRM objectives;
  • data mining - extracting knowledge and insight through data analysis using modeling techniques;
  • data mining methodology


This chapter contains sections titled:

  • The CRM Strategy

  • What Can Data Mining Do?

  • The Data Mining Methodology

  • Data Mining and Business Domain Expertise

  • Summary