... valuable markets from data-driven CRM systems. However, the study used a proposed customer value model (recency, frequency and monetary [RFM]; RFM model-based), the analytic hierarchy process (AHP) procedure and a proposed equation for estimating customer values. Findings For enhancing the data-driven...

... technologies with a proposed model to analyse airline customer values for big data online marketing systems, such as customer relationship management (CRM) system. The research applied supervised apriori algorithm, socio-economic variables and a proposed model to discover the rules/markets. Findings...