Executive summary
For companies with large numbers of customers,
data mining and market research are often employed to gain intelligence
into customer behavior and attitudes, respectively. To enable
a complete analysis of customer behavior requires these two disciplines
to be integrated. Traditional analysis of buyer behavior has come
from different areas of the organization, both functionally, and
from a technical perspective.
The success of any particular CRM initiative is largely dependent
upon the ability of the business to organize and deploy its usually
diverse information sources toward a common purpose – managing
the customer relationship in all of its forms. The Kantar Group,
Kenning Research, and SPSS MR have co-authored an informative
white paper which identifies the issues and concepts, offering
actionable insights to help companies:
- Define the basic principles of data mining and market research
- See where the disciplines fit into customer intelligence and
applications of each
- Identify common research stages between data mining and market
research to identify opportunities for convergence
- Understand the issues related to integration and the benefits
of this strategy
- Make this transition through recommendations and actionable
insight
Table of contents
Summary
What is Data Mining and Market Research?
Data mining defined
Market research defined
Where do Data Mining and Market Research Fit in Customer Intelligence?
Customer data
Data collection
Data storage
Monitoring
Reporting
Exploring
Research
Deployment
What Customer Intelligence Questions do Data Mining and Market
Research address?
Customer segmentation
Customer acquisition
Customer retention
Cross selling
Where Should Data Mining and Market Research Converge?
Data mining process
Market research process
Combining Processes
Why Aren't Data Mining and Market Research Converged Today?
Organizational separation
Cultural separation
Infrastructure
What are the Benefits of Converging Data Mining and Market Research?
Recommendations
Determine the need
Test the readiness
Start small
Start strategic
Find support
Share your success
Download the complete white paper as a PDF
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