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Shpolyanskaya I.

Dr of Economics, Associate Professor, Rostov State University of Economics

Architecture of adaptive Web-based system of Customer Relationship Management based on Web Mining technology

The purpose of this paper is to present the architecture of the CRM system that uses Web Mining techniques and the principles of adaptive management. Adaptive model of customer relationship management in the Web CRM system based on Web Mining technologies is represented in the following form. The core of the CRM system is an adaptive website, based on dynamic analysis of the web resources information usage in order to modify the web site ontology and its personalization to improve user interaction. The system uses online methods to capture useful information from user log file data and browsing pages to analyze customers’ behavior, their preferences regarding different groups of goods and services of the company. The obtained data are structured using the cluster analysis, classification, and association rule mining in order to determine groups of customers and prospects with similar characteristics and behavior. Based on this analysis valuable consumer segments are determined according to the current customer value. For each group of customers system forms the most effective strategy for interaction. To develop adaptive strategies for interacting with customers the proposed model uses the self-organizing learning algorithms. As a result, when using an adaptive approach in Web CRM system forms a closed loop feedback, which allows in real time to adjust the strategy of interaction with customer according to his current preferences and constraints.

Fuzzy model for assessing the quality of the portal of the university for effective promotion of educational services

Web technologies and e-marketing provide universities with new opportunities to organize more effective interaction with consumers of educational services. The website of the University becomes an effective marketing tool for attracting consumers of educational services and forming a positive image of the University in the conditions of growing competition. In the process of development and implementation of educational websites, there is a problem of determining the most effective methods of organization and online promotion of websites in order to use them as a marketing tool to attract the greatest number of potential applicants to the University. The main problem that limits the possibility of using the educational website as an effective e-marketing tool is the lack of procedures for evaluating the quality of the portal. The quality of the website is a determining condition for attracting new users and assuring the satisfaction and loyalty of potential and existing consumers of educational services. Therefore, the development of a quality assessment system for an educational website becomes an important requirement in the organization of user feedback for continuous improvement of marketing communications of the educational institution. The article introduces a model for assessing the quality of the University website for effective promotion of educational services, and a method that use expert estimation and fuzzy logic.