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Number of Clusters and the Quality of Hybrid Predictive Models in Analytical CRM

100%

Łapczyński M., Jefmański B.

Studies in Logic, Grammar and Rhetoric

2014

vol. 37

issue 1

141-157

Making more accurate marketing decisions by managers requires building effective predictive models. Typically, these models specify the probability of customer belonging to a particular category, group or segment. The analytical CRM categories refer to customers interested in starting cooperation with the company (acquisition models), customers who purchase additional products (cross- and up-sell models) or customers intending to resign from the cooperation (churn models). During building predictive models researchers use analytical tools from various disciplines with an emphasis on their best performance. This article attempts to build a hybrid predictive model combining decision trees (C&RT algorithm) and cluster analysis (k-means). During experiments five different cluster validity indices and eight datasets were used. The performance of models was evaluated by using popular measures such as: accuracy, precision, recall, G-mean, F-measure and lift in the first and in the second decile. The authors tried to find a connection between the number of clusters and models' quality.

O interdyscyplinarnym charakterze analitycznego CRM

63%

Łapczyński M.

Zeszyty Naukowe Uniwersytetu Ekonomicznego w Krakowie

2013

issue 909

59-68

Celem artykułu jest podkreślenie interdyscyplinarnego charakteru analitycznego CRM i jego związków z innymi dziedzinami, podejściami i procedurami badawczymi. Autor próbuje umiejscowić to podejście badawcze na tle innych pokrewnych dyscyplin. Odwołuje się w tym celu do angloamerykańskiej i skandynawskiej szkoły marketingu relacji, marketingu opartego na bazach danych, marketingu wspieranego danymi, analityki biznesowej oraz badań rynkowych i marketingowych. Podsumowaniem pracy jest próba zdefiniowania analitycznego CRM z perspektywy badań marketingowych.

The purpose of this article is to highlight the interdisciplinary nature of analytical CRM and its relationships with other disciplines, research approaches and procedures. The author attempts to locate this research approach relative to other related disciplines. He refers to the Anglo-American and Scandinavian schools of relationship marketing, database marketing, data-driven marketing, business intelligence and market research. The summary of this study is to define analytical CRM from the perspective of marketing research.

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1 Studies in Logic, Grammar and Rhetoric

1 Zeszyty Naukowe Uniwersytetu Ekonomicznego w Krakowie

2 Łapczyński M.

1 Jefmański B.

1 2014

1 2013

Search results

Number of Clusters and the Quality of Hybrid Predictive Models in Analytical CRM

O interdyscyplinarnym charakterze analitycznego CRM