Data mining in the process of customer relationship management and an application in retail sector

The main aim of this dissertation is revealing knowledge from customer data that is stored in data warehouse which is one of the data stores for using decision making processes of firms. With the outputs of this data mining process the company could segment its customers to their common features and perform specific marketing activities to them. In large volumes of data traditional analysis methods which is insufficient or computing takes long time, using of data mining as an alternative tool proposed in this study. By applying RFM clustering method on the data sets, clusters and relations was revealed.