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doi:10.1016/S0957-4174(00)00058-0    
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Copyright © 2001 Elsevier Science Ltd. All rights reserved.

Mixed-initiative synthesized learning approach for web-based CRM

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Soe-Tsyr YuanCorresponding Author Contact Information, E-mail The Corresponding Author and Wei-Lun Chang

Information Management Department, Fu-Jen University, Taipei, Taiwan


Available online 16 February 2001.

Abstract

The issue of customer relationship management has emerged rapidly. Customers have become one of the most important considerations to new companies being built. Accordingly, customer retention is a very important topic. In this paper, we present a mixed-initiative synthesized learning approach for better understanding of customers and the provision of clues for improving customer relationships based on different sources of web customer data. The approach is a combination of hierarchical automatic labeling SOM, decision tree, cross-class analysis, and human tacit experience. The objective of this approach is to hierarchically segment data sources into clusters, automatically label the features of the clusters, discover the characteristics of normal, defected and possibly defected clusters of customers, and provide clues for gaining customer retention.

Author Keywords: Customer relationship management; Customer retention; LabelSOM; Decision tree

Article Outline

1. Introduction
2. The conceptual framework of the mixed-initiative synthesized learning approach
3. The synthesized learning approach
3.1. LabelSOM
3.2. SOM
3.3. Automatic labeling
3.4. Decision tree
3.5. The way to synthesize the learning methods
3.6. Metrics
3.7. An example
4. Evaluation results
4.1. The factor of selected attributes/attribute number
4.2. The factor of cluster number
4.3. The factor of cluster class label assignment
5. Conclusion
References

















Corresponding Author Contact Information Corresponding author. Tel.: +886-2-2369-3220; fax: +886-2-2369-3220; email: yuan@tpts1.seed.net.tw


 
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