CRM and Data Mining

The course examines multi-channel selling and its impact on marketing success within an e-business framework. An in-depth exploration of customer relationship management (CRM) is also done. Students will compare online, in-person sales and CRM approaches in the B2B and B2C e-commerce environments with an emphasis on sales and service fulfillment, including pre- and post-sale customer service. In a CRM context, data mining is the process of discovering meaningful new correlations, patterns and trends by sifting through large amounts of data stored in repositories, using pattern recognition technologies as well as statistical and mathematical techniques. The course will examine methods that have emerged from both CRM and data mining and proven to be of value in recognizing patterns and making predictions from an applications perspective. We will survey applications and provide an opportunity for hands-on experimentation with algorithms for data mining using easy-to-use software and cases.