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Estimating potential customer value using customer data: using a classification technique to...
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Estimating potential customer value using customer data: using a classification technique to determine customer value
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Description
Identifier
Thesis
2048
Author
Vallaud, Thierry
Title
Estimating
potential
customer
value
using
customer
data
:
using
a
classification
technique
to
determine
customer
value
Publisher
Central Connecticut State University
Date
2009
Resource Type
Master's Thesis
Notes
This
study
outlines
a
method
of
determining
individual
customer
potential
,
based
solely
on
data
present
in the
customer
database
:
descriptive
information
and
transaction
records
.
We
define
potential
as the
incremental
turnover
that any
particular
company
could
do
with their
present
customers
. In
order
to
successfully
calculate
this
potential
in a
large
database
with
multiple
variables
,
we
propose
grouping
together
customers
who
"
look
like
each
other
"
(known
as
clones)
, by
means
of an
appropriate
clustering
technique
:
Kohonen
Networks
. This
method
is
applied
to
actual
data
sets
, and
various
techniques
are
employed
to
check
the
stability
of the
clusters
obtained
.
Real
potential
is
then
determined
by
means
of an
empirical
approach
:
practical
application
to a
major
French
retailer's
database
of
5
million
customers
.
Subject
Customer relations -- Management -- Data processing
Self-organizing maps
Data mining
Department
Department of Mathematical Sciences
Advisor
Larose, Daniel T.
Type
Text
Digital Format
application/pdf
Language
eng
OCLC number
713734071
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