IIM Bangalore

Data Mining for Understanding Customers
Program Director: Dr. Wolfgang Messner
January 30, 2006
IIMB Campus

Objectives & Content: Data mining powers successful Customer Relationship Management (CRM) applications in both the traditional and the Internet realms. Data mining helps select the right prospects on whom to focus at a certain point of time (dialogue marketing), offer the right additional products to existing customers (cross-selling) and identify valuable customers who are about to leave your company.

This one-day course provides real-world unbiased advice which is not slanted to one particular software vendor. It gives you an overview of the prerequisites for data mining, the techniques most commonly used and the application of the results in dialogue marketing. A real-life case on ‘Harrah’s Entertainment’ is examined as an example of applied data mining.

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