Customer information visualization via customer map

Abstract

Many data mining techniques which are non-visual methods have been proved their virtues on various customer data. However, there have been hardly applications of visualization methods onto the customer information in spite of their ability of quick and easy knowledge discovery. In this paper, we propose a data visualization method for customer information using a customer map. To develop the customer map, we integrate numerous customer data from various data sources, perform data analyses using data mining techniques and finally visualize the information derived by the former analyses. The customer map makes it possible to mange diverse and complex data sets under the unified goal of value creation through customers. It also affords the ability to make quick observation of current state and the change of customer distribution based on their information without preconception. We applied the customer map to the credit card company, and suggested managerial implications from the customer maps obtained from its data. © Springer-Verlag Berlin Heidelberg 2005.