123-2008: Employing SAS® Text Miner Methodology to Become a Customer Genius in Customer Churn Prediction and Complaint E-mail Management
نویسنده
چکیده
Nowadays due to ever increasing internet penetration rate, people are sending more and more emails to companies as a substitute for traditional communication channels like telephone calls or letters. This highly unstructured information contains a lot of valuable information for marketing analysts. However, this textual information is often neglected because no in-house knowledge or ready-to-use framework is available to convert these e-mails into a form which is more suitable for subsequent processing. This project clarifies the text mining methodology as used in the SAS® Text Miner, while two illustrations on real-life data show the beneficial effect of taking into account the textual information sent by customers. It is shown that more profound marketing decisions can be made when one integrates different types of available information. Customer Intelligence SAS Global Forum 2008
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