Improving Customer Relationship Management Through Integrated Mining of Heterogeneous Data
The volume of information available on the Internet and corporate intranets continues to increase along with the corresponding increase in the data (structured and unstructured) stored by many organizations. In customer relationship management, information is the raw material for decision making. For this to be effective, there is need to discover knowledge from the seamless integration of structured and unstructured data for completeness and comprehensiveness which is the main focus of this paper. In the integration process, the structured component is selected based on the resulting keywords from the unstructured text preprocessing process, and association rules is generated based on the modified GARW (Generating Association Rules Based on Weighting Scheme) Algorithm.