Data Mining And Strategic Marketing In The Airline Industry
نویسندگان
چکیده
In the airline industry, data analysis and data mining are a prerequisite to push customer relationship management (CRM) ahead. Knowledge about data mining methods, marketing strategies and airline business processes has to be combined to successfully implement CRM. This paper is a case study and gives an overview about distinct issues, which have to be taken into account in order to provide a first solution to run CRM processes. We do not focus on each individual task of the project; rather we give a sketch about important steps like data preparation, customer valuation and segmentation and also explain the limitation of the solutions.
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