Customer relationship management, usage of data mining in customer relationship management and an application

Customer relationship management is a systematic approach to managing customer relationships for effective use of business resources. In the process of Customer Relationship Management, the use of information systems, especially databases and data mining, bridging between customers and business via data has made it possible to make marketing decisions much faster and consistently, with meaningful data. In this study, the model which is forecasting the customers who tent to churn, was applied to the customer data of a firm in the retail sector and the success of the model was measured. The aim of the study is to find a model that forecast the customers who are tend to churn. For this reason, the current data of the firm serving in the retail sector was examined, the appropriate data for the model was determined, the data types and the appropriate algorithms was applied through the appropriate data mining tools, and the accuracy of the model was measured by comparing the results with the available data.