Using Data Analytics for Continuous Improvement of CRM Processes: Case of Financial Institution

  • Pāvels GončarovsEmail author
  • Jānis GrabisEmail author
Conference paper
Part of the Communications in Computer and Information Science book series (CCIS, volume 767)


Data analytics capabilities integrated with Customer Relationship Management Systems play an important role to enable customer-centric sales activities at financial institutions. This paper reports a case study on developing a data mining model to identify the Next Best Offer (NBO) for selling financial products to bank’s customers. The case study emphasizes importance of collaboration among data scientists and business representatives in iterative refinement of the prediction models. It has been shown that the iterative refinement and combination of various modeling techniques lead to accuracy improvement by 30% and facilitates acceptance of the modeling results.


Data analytics Next Best Offer Analytical CRM Data mining process Combination of association Classification and clustering 


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Copyright information

© Springer International Publishing AG 2017

Authors and Affiliations

  1. 1.Information Technology InstituteRiga Technical UniversityRigaLatvia

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