Data mining has a tremendous contribution to the extraction of knowledge and information which have been hidden in a large volume of data. This study has proposed customer relationship management (CRM) strategies for a small-sized online shopping mall based on association rules and sequential patterns obtained by analyzing the transaction data of the shop. We first defined the VIP customer in terms of recency, frequency and monetary value. Then, we developed a model which classifies customers into VIP or non-VIP, using various techniques such as decision tree, artificial neural network and bagging with each of these as a base classifier. Last, we identified association rules and sequential patterns from the transactions of VIPs, and then these rules and patterns were utilized to propose CRM strategies for the online shopping mall.
Shim, Beom-Soo and Suh, Yong-Moo, "CRM Strategies for A Small-Sized Online Shopping Mall Based on Association Rules and Sequential Patterns" (2010). PACIS 2010 Proceedings. 53.