Utilization of intelligent methods and techniques for customer knowledge management

Trninic Jelica, Grljevic Olivera, Ana Maria Serdar
2011 Perspectives of Innovations Economics and Business  
JEL Classifications: D83 Abstract: In order to achieve better market position, companies need to develop customer-centric strategy and properly manage customer data at their disposal in order to obtain useful knowledge. However, conversion of customer data into customer knowledge is very challenging. Data mining methods and techniques search for hidden relationships and patterns in corporate databases, and herein lies their advantage in the process of generating the knowledge. The paper
more » ... . The paper illustrates application of data mining techniques for improvement of marketing activities.
doi:10.15208/pieb.2011.11 fatcat:zf26qdwqd5egff2lg6gxmadak4