Analytical Platform for Customer Relationship Management

Maciej Jarka*, Mark Parsons

*Corresponding author for this work

Research output: Chapter in Book/Report/Conference proceedingChapter


This chapter describes two specific applications of the data-intensive architecture to customer relationship management (CRM) database analysis carried out by a team at Polish IT services firm Comarch SA. Readers are introduced to CRM analysis in the telecoms domain through a scene-setting discussion that assumes no prior knowledge. They are then taken through the process of analyzing customer data to predict whether and when customers may move to a new service provider-a phenomenon known as customer "churn". An example in this chapter shows how data can be used to understand how best to offer existing customers complementary services. The chapter offers some thoughts on the effective exploitation of data-intensive methods for business intelligence in a production capacity, including considerations of problem scale. It summarizes the key findings from the author's "classical" experiments in CRM data mining.

Original languageEnglish
Title of host publicationThe DATA Bonanza: Improving Knowledge Discovery in Science, Engineering, and Business
PublisherJohn Wiley & Sons Inc.
Number of pages14
ISBN (Print)9781118398647
Publication statusPublished - 9 Apr 2013


  • Business intelligence
  • Customer churn
  • Customer relationship management (CRM)
  • Data-intensive methods
  • Telecoms


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