Survey
* Your assessment is very important for improving the workof artificial intelligence, which forms the content of this project
* Your assessment is very important for improving the workof artificial intelligence, which forms the content of this project
-= CHAPTER I =- INTRODUCTION 1. 1. Background The service level needed to be studied will be based on the situation based from a company that focused on the business regarding cable broadcast subscription. To improve sales incomes, a company usually has several marketing divisions and each of them has their own method for gaining the income. This ranges from direct marketing, promotion, wholesale dealings, dealer partnership, and even multilevel marketing, which in this case by using subscribers to act as an agent to attract other new possible subscription candidate. However, because the continuous rapid growth in the competition between other vendors, the service level affects greatly as one of important factors that helps creates better strategies. Further management was needed to control the sales growth because if left unchecked, this would affect the overall company performance. One of the main examples here are the sales income, starting from the sales officers until sales head department. Usually some sort of incentives schema are implemented that heavily relies on how many customer each sales division can get. The numbers of customers sales officer can get affects the incentive they can get, and 1 2 this also affects heavily on higher position. Because of that, higher management has to devise new strategies which one of the main factor is the statistic based on customer demographic. And this provides new challenges because customer profile has not being explored, only by regular statistical reports. Any major reports that require complicated calculations can affect the database performance, which also effects on user’s daily tasks. And this request these days became much larger in medium, quantity, and more often, especially because this affects on how quick any decision making can be delivered. Data mining as part of business intelligence process are processes that often neglected because some company usually are content enough with data warehouse, and even some more does not even have any implementation of any business intelligence tools and heavily relies on external statistical reporting. Another staple is that data mining requires advanced knowledge of users which are more dependent on Information Technology department, not including the cost needed to invest on any kind of data mining technologies. Right now, there are many data mining tools that has been created for any kind of study, although this usually relies on unique sample data that are much complicated than just mere population data. And there are many that are free for usage, or at least giving trial period of usage. This study will try to see several of 3 known data mining tools that could give informative description that can contribute to any kind of decision making. 1. 2. Statement of Problems These days the service level on each aspects, starting from customer relation up until the company performance quality has created demands for more accurate reporting and even analysis studies performed to help the management creates a decision that help further the sales performance for the company. However, because some of the request hasn’t been managed properly, this would impacts on the IT service that has to fulfill every needs of the service level reporting request. There’s also another problem which caused by the variety of the request itself and the dependent knowledge from specific requirements that cause further delay in delivering the results needed. Therefore, this study will try to discover new information based on the clustering methods which is now concentrated on analyzing the social aspects from customers of sales divisions which hopefully will help with future decision making based on these habits. 1. 3. Goal of Study The main purpose of this research is to explore important information in customer database using data mining techniques especially clustering methods so that customer profile can be known and used for future strategic planning that affects the company’s service level. This also might provide any alternative potentialthat would 4 affect the quality of service level that also affects the company’s benefit based from the result of this study. 1. 4. Benefit of Study Even though there are many studies of Business Intelligence that has been implemented especially over the Customer Relationship Management (CRM) itself, there are still many areas that can be explored further. Especially upon the service level performance and analysis needed to help improve the quality itself. Therefore, by conducting further research upon this matter could help not only discovering the pattern within the service level itself, but also predicts the paths needed based on the analysis using tools from Business Intelligence itself.