A data mining application: customer retention at the Port of Singapore Authority (PSA)

Authors:
KianSing Ng;Huan Liu;HweeBong Kwah
Affiliations:
Dept of Info Sys and Comp Sci, National University of Singapore, Lower Kent Ridge Rd, Singapore 119260;Dept of Info Sys and Comp Sci, National University of Singapore, Lower Kent Ridge Rd, Singapore 119260;Port of Singapore Authority, #04-01 Tanjong Pagar Cpx, 7 Keppel Rd, Singapore 089053
Venue:
SIGMOD '98 Proceedings of the 1998 ACM SIGMOD international conference on Management of data
Year:
1998

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Abstract

“Customer retention” is an important real-world problem in many sales and services related industries today. This work illustrates how we can integrate the various techniques of data-mining, such as decision-tree induction, deviation analysis and multiple concept-level association rules to form an intuitive and novel approach to gauging customer's loyalty and predicting their likelihood of defection. Immediate action taken against these “early-warnings” is often the key to the eventual retention or loss of the customers involved.