In the world of online shopping, consumers are not only more likely spend their money online but are also educating themselves before making a purchase. They are aware of the many options available, expect the best, and are willing to pay for it. In addition, when customers are satisfied with their purchase, they quickly spread the word about your product and your brand. A primary goal of any company is to set itself apart, and to do so, it’s important that the company know what its customers want, need, and desire. Enter data mining.

Data mining uses statistical algorithms to collect customer behavior and demographic information from which companies can create and execute a more precise marketing strategy. The term data mining plays on the terminology related to gold or gem mining, referring to the collection of “data nuggets.”

Tips for Better CRM Data Mining

The various data-mining techniques come with their own challenges, but businesses can see many benefits simply by going outside the standard data-mining customization settings. Here are four tips to help you take full advantage of everything your customer relationship management (CRM) data-mining system offers.

1. Start with a Clear Vision
The best place to start when using data-mining techniques is with an evaluation of your goals and objectives. This evaluation gives you a clear vision of what you want to accomplish. When you have a list of the objectives you want to achieve, you can obtain the data you need through data-mining techniques.

2. Sort Customers by Type
If your business sells more than one product, it’s safe to say you have more than one type of customer. Instead of attempting to reach all your customers with one marketing strategy, use the data you collected through data mining to sort the data into customer types or categories. Then, you can create models, strategies, and offers specific to each customer type based on information specific to their patterns, history, and purchase predictions.

3. Expand Mailing Campaigns
Email campaigns are a big part of many companies’ marketing strategy, but sending emails to customers that contain offers that don’t apply to them or interest them can have a negative result. Using the data you collect through data mining, you can create email lists to optimize offers and increase customer interaction and return sales. Data mining can help you determine which offers are most applicable to specific customers and the likely success of potential offers and future mailing campaigns.

4. Business-to-Business Relations
CRM data mining is most often applied to the relationship between businesses and their customers, but many business-to-business (B2B) relationships could see numerous benefits by using data mining, as well. B2B interactions often contain a lot of information about transactions, products, contract terms, billing and purchase history, product pricing, and much more. Data mining can help B2B relationships develop more personalized and targeted offers, customized catalogs and product descriptions, and help create email campaigns designed specifically for each vendor based on its role in your company.

Data mining is a valuable technique that companies can use to gathering information and statistics, helping them collect data to learn more about their customers, clients, and B2B relationships. The process can be extremely beneficial and offer insight that may otherwise be overlooked. Data mining isn’t a replacement for interaction with customers or data evaluation, however. Data mining will find the information you want or program it to find, but only you can verify that it is the information you need to improve relationships with your customers


Author: Harshita Bhati