Machine Learning and Creative Methods Used to Classify Customers in a CRM Systems

Considering the fact that business processes are becoming more and more customer-oriented, marketing and connecting top management to the customers are extremely important, which should be given a special attention, taking into account the globalization and the increasing market competition. Due to the exponential growth of data volume, in any field, it was necessary to use and develop new methods and techniques for discovering hidden information in data, information almost impossible to be detected by traditional means, based on human analysis skills. This paper presents a pre-processing method for mining data in order to support decision makers in developing coherent and saleable strategies as regards the customers, based on their classification in different categories, specific to the area of concern, for the purpose of improving the CRM systems. In order to facilitate analysis and decision making by top management, the analyzed results are presented - in graphic format-using the facilities provided by Google API integrated in the application created with Open Source technologies.