On the use of optimization for data mining: theoretical interactions and eCRM opportunities

On the use of optimization for data mining: theoretical interactions and eCRM opportunities

0.00 Avg rating0 Votes
Article ID: iaor20073837
Country: United States
Volume: 49
Issue: 10
Start Page Number: 1327
End Page Number: 1343
Publication Date: Oct 2003
Journal: Management Science
Authors: ,
Keywords: e-commerce
Abstract:

Previous work on the solution to analytical electronic customer relationship management (eCRM) problems has used either data-mining (DM) or optimization methods, but has not combined the two approaches. By leveraging the strengths of both approaches, the eCRM problems of customer analysis, customer interactions, and the optimization of performance metrics (such as the lifetime value of a customer on the Web) can be better analyzed. In particular, many eCRM problems have been traditionally addressed using DM methods. There are opportunities for optimization to improve these methods, and this paper describes these opportunities. Further, an online appendix (mansci.pubs.informs.org/ecompanion.html) describes how DM methods can help optimization-based approaches. More generally, this paper argues that the reformulation of eCRM problems within this new framework of analysis can result in more powerful analytical approaches.

Reviews

Required fields are marked *. Your email address will not be published.