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BACK TO BUSINESS FOR CRM DATA MINING

As with many ‘socio-technical’ systems within companies, alignment of technical and business expertise is essential for decision outcomes that contribute to the competitiveness of the organisation. In this paper we explore these issues for a Consumer Behaviour Modelling and Customer Relationship Management (CBM/CRM) project within a High-Performance Computing (HPC) environment for a major financial services organisation. The use of data analysis and data-mining tools was disciplined and informed by the business objectives at each stage of cleaning and analysis to encourage alignment between the technical and business constituencies and to promote outcomes that matched the operational processes of the target organisation. This concurrent focus on the business processes from which the data has arisen and the business processes by which (CB) models can be used for (CR) management improves both the accuracy of the models and the ease with which emergent opportunities can be appropriated by the organisation.