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DATA MINING APPROACH TO PREDICT CHURN, APPETENCY AND UP-SELLING IN CRM „A dissertation submitted to the University of Manchester for the degree of Master in Advanced Computer Science with IT Management in the Faculty of Computer Science‟ 2015 Bhavya Sandhyana SCHOOL OF COMPUTER SCIENCE 1|Page Abstract Nowadays, every organization is using Customer Relationship Management to improve its relationship with the existing customers and also increase its customer base. Many data mining techniques have been invented to make CRM process easier. This MSc project will use the available knowledge and techniques of data mining to analyze the customer data and provide results that are customers tending to churn, upselling and appetency behavior. The deliverable of this project will include interesting patterns within the data, best modeling techniques and finally the prediction results and their accuracies. 3|Page