Building clusters for CRM strategies by mining airlines customer data

• Author(s): Miranda, Helena Sofia Guerreiro de
• Date: 2013
• Persistent ID: http://hdl.handle.net/10362/9181
• Origin: Repositório Institucional da UNL
• Subject(s): Cluster analysis; Airlines; Data mining; Decision support; Customer relationship management
• Document Type: Master Thesis
• Language: English
• Advisor(s): Henriques, Roberto André Pereira

Description

Trabalho de Projeto apresentado como requisito parcial para obtenção do grau de Mestre em Estatística e Gestão de Informação As airlines strive to gain market share and sustain profitability in today’s economically challenging environment, they should develop new ways to optimize their frequent flyer programs while increase revenues. Aware of the challenges, airlines want to implement a customer relationship management (CRM) strategy based on customer analytics and data mining techniques to support marketing decisions. So, to achieve this goal, we have to apply clustering techniques to the company customer databases and develop a single view of customer across their demographic and behavioral characteristics as well as their value for the company. This will enable the company to identify the most profitable customers and run marketing campaigns more efficiently.