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ABSTRACT

More and more enterprises begin to employ CRM systems to enhance the analysis of the customers' value, and thus providing basis for individualized marketing, though the depth of data using needs to be furthered. This paper, taking the insurance trade as an example, is making an attempt to put Data Mining Technology into CRM systems and proposes the Data Mining Model for the Customers' Value, Customers' Classification, etc. Simulated mining has been done in the SAS Enterprise Miner 4.1® with customers' data collected from the questionnaires, which will be contributory when insurance companies adopt data mining.

REFERENCES

• 1: Peter C. Verhoef, Bas Donkers, Predicting customer potential value an application in the insurance industry, Decision Support System{M}, 32, 2001, 189--199.
• 2: Janny. C. Hoekstra, Eelko. K. R. E. Huizingh, The Lifetime Value Concept in Customer-Based Marketing, Journal of Market Focused Management {M}, 3, 1999, 257--274.
• 3: (US) Alex Berson, Stephen Smith, Kurt Thearling, Translated by Qi He, Yan Zheng, Establishing Data Mining Application in orienting CRM, (2001).
• 4: Yanjie Lv, Tao Yin, Qi Wang, Customer Relationship Management and its Subject Analyses{M}, 2002.

INDEX TERMS

Keywords:
CRM, customers' value, data mining, insurance company