ABSTRACT
In recent years, Customer Relationship Management (CRM) and One to One Marketing have become two hit topics. Many enterprises have invested huge amount of money and manpower in these fields, hoping to build up a perfect model of customer management. Their major purpose of doing so is in desiring to raise their customer loyalty, therefore can create their corporation profits. In order to achieve this goal, they have to start to understand their customers.
Advocators of One to One Marketing, Peppers and Rogers¡]1995¡^, have declared that reducing churn rate by 5% increases profit by 100%. Core value of marketing is going to shift from ¡§product¡¨ to ¡§customer¡¨. Whoever owns the most customer knowledge owns the most customer capitals in 21st century. Through Data Mining, a business can categorize its mass database into valuable information of customer behavior model.
For learning to take place, data from many sources¡Xbilling records, scanner data, registration forms, applications, call records, coupon redemptions, surveys¡Xmust first be gathered together and organized in a consistent and useful way. This is called data warehousing. Data warehousing allows the enterprise to remember what it has noticed about its customers. Next, the data must be analyzed, understood, and turned into actionable information. That is where data mining comes in.
By means of case study and grounded-theory, this article is in research of linkage between Data warehousing and increase of corporate value. As many business do not share their study outcome and experience on customer knowledge, this research provides a proof on how Data warehousing can efficiently support a business in reducing its churn rate and creating more business value.
| Identifer | oai:union.ndltd.org:NSYSU/oai:NSYSU:etd-0628101-154750 |
| Date | 28 June 2001 |
| Creators | Yen, Yu-Lung |
| Contributors | F. J. Lin, H. J. Chang, D. H. Tsai |
| Publisher | NSYSU |
| Source Sets | NSYSU Electronic Thesis and Dissertation Archive |
| Language | Cholon |
| Detected Language | English |
| Type | text |
| Format | application/pdf |
| Source | http://etd.lib.nsysu.edu.tw/ETD-db/ETD-search/view_etd?URN=etd-0628101-154750 |
| Rights | withheld, Copyright information available at source archive |
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