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Yayın Data mining techniques customer relationship management : a case study for Doğuş Otomotiv(Işık Üniversitesi, 2003-10) Gören, Olga Ufuk; Yarman, Bekir Sıddık Binboğa; Işık Üniversitesi, Fen Bilimleri Enstitüsü, Enformasyon Teknolojileri Yüksek Lisans ProgramıCustomer Relationship Managment has recently become a very important investment for many companies. The value of the customer is expressed more clearly with this new concept and it's demonstrated through its applications. The increased importance of focusing on the customer has been recognized in related academic studies in recent years. CRM has great importance in helping companies find the answers to questions such as ''What types of customers exist in which markers?'', ''What do they demand from companies?'', ''Who should be targeted as a customer?''. In fact it is a corporate strategy itself. In order to be successful, a company needs to combine the whole CRM concept with its vision. Furthermore, CRM is a strategy which aims to increase the improtance of every stakeholder of the company. With CRM, it is easy to realize the great value sone data for future of a company even though such data for the future of a company even though such data were not considered important in the past. CRM also provides ways of evaluating these data, and creating new goals out of results. The aim of this thesis is to study the CRM implementation process and show how customer data is being classified, analyzed and assessed, making use of the results of RFM analysis and demographical analysis as implemented in Doğuş Otomotiv. The importance of this thesis is that it keeps customers and their information in a data warehouse, so as to be available for effective use and analysis when needed. This analysis will help companies organize their marketing and sales activisties so as to respond to the right customer, at the rigth time, in the right way, and at the right place within their market.
