| Experts
Archive |
 There has been a certain amount of scepticism surrounding CRM in the past, but now it seems like everyone is doing it. Is this the case?
Andy Wood, MD, GI Insight |  |
Communicating intelligently with existing customers is critical, and marketing spend is heavily weighted towards this pool. But businesses cannot afford to neglect prospecting activity. So, what techniques can businesses adopt to ensure that the search for new customers is both targeted and cost-efficient ?
David Jefferies, Marketing Director, Pitney Bowes | |
How can I apply the principles of unified communications to CRM to boost productivity and enhance service?
John P. Joseph, VP Corporate Marketing, Envox Worldwide | |
What makes excellent service?
Mark Greatrex, Product and Services Director, Lakeview | |
What are best practices for displaying ads in email newsletters?
Andrew Osterday, Solutions Director, eMarketing, Premiere Global Services | |
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 | Thomas J. R. Emmerich, VP of Sales Operations , SAS Institute EMEA You Asked
What are the key factors for successful Data Mining? | | |
The Expert's Answer
The most critical factor for successful Data Mining is understanding that Data Mining is not a stand-alone activity. It involves a sequence of events in an integrated process that involves getting to data, ensuring its quality, selecting appropriate data for exploring, comparing and contrasting techniques and findings – preferably doing that also using advanced analytics to determine what is “best” for a given topic, and then creating models and or propensities that can be executed upon.
Data Mining is best done within a platform that integrates all of the above activities seamlessly and using a well tested methodology. This ensures that the data mining experts are focused on the exploring and comparing/contrasting portion – where their education and background can be of maximum effect. Both standalone techniques and standalone data mining “tools” gain only a small amount of the potential available.
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