Building clusters for CRM startegies by mining airlines customer data

Helena Sofia Miranda, Roberto Henriques

Research output: Chapter in Book/Report/Conference proceeding › Conference contribution

Abstract

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.

Original languageEnglish
Title of host publicationProceedings of the 8th Iberian Conference on Information Systems and Technologies, CISTI 2013
Publication statusPublished - 25 Nov 2013
Event8th Iberian Conference on Information Systems and Technologies, CISTI 2013 - Lisbon, Portugal
Duration: 19 Jun 2013 → 22 Jun 2013

Publication series

NameIberian Conference on Information Systems and Technologies, CISTI
ISSN (Print)2166-0727
ISSN (Electronic)2166-0735

Conference

Conference8th Iberian Conference on Information Systems and Technologies, CISTI 2013
CountryPortugal
CityLisbon
Period19/06/13 → 22/06/13

Keywords

  • airlines
  • Cluster analysis
  • customer relationship management
  • data mining
  • decision support

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