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Executive Summary
Introduction
The broader objective of the research is to study how data mining and marketing approaches can be used to study marketing problems. In particular, we want to integrate and compare methods from marketing research and data mining research. This research consists of two essays that contribute to this goal. In each of the two essays in this research, both data mining and marketing approaches are used to address selected marketing problems. Although the research stops short at integrating both types of approaches on the methodology level, it does combine both approaches in a way to effectively address the problems.
The first essay addresses customer segmentation problems. In this essay we develop new data mining methods and apply them to customer segmentation problems. Other two popular methods from the marketing literature are used in the evaluation step of the essay. In this essay, we want to show how data mining methods can help solve customer segmentation problems in a data rich environment. The second essay focuses on