Key words
Customer Relationship Management, Web CRM, system architecture, adaptation, Web Mining
articles
The author:
Shpolyanskaya I. Y. Published in
№ 2(68)
29 april 2017 year
Rubric: Business information systems
Rubric: Business information systems
Architecture of adaptive Web-based system of Customer Relationship Management based on Web Mining technology
The purpose of this paper is to present the architecture of the CRM system that uses Web Mining
techniques and the principles of adaptive management. Adaptive model of customer relationship management
in the Web CRM system based on Web Mining technologies is represented in the following
form. The core of the CRM system is an adaptive website, based on dynamic analysis of the web resources
information usage in order to modify the web site ontology and its personalization to improve
user interaction. The system uses online methods to capture useful information from user log file data
and browsing pages to analyze customers’ behavior, their preferences regarding different groups of
goods and services of the company. The obtained data are structured using the cluster analysis, classification,
and association rule mining in order to determine groups of customers and prospects with
similar characteristics and behavior. Based on this analysis valuable consumer segments are determined
according to the current customer value. For each group of customers system forms the most effective
strategy for interaction. To develop adaptive strategies for interacting with customers the proposed
model uses the self-organizing learning algorithms. As a result, when using an adaptive approach in
Web CRM system forms a closed loop feedback, which allows in real time to adjust the strategy of interaction
with customer according to his current preferences and constraints.
The author:
Shpolyanskaya I. Y.
Degree:
Dr. Sci. (Econ.), Associate Professor, Professor, Department of Information Systems and Applied Informatics, Rostov State University of Economics (RSUE)
Location:
Rostov-on-Don
