Analysis of Business Customers’ Value Network Using Data Mining Techniques

In today's competitive environment, customers are the most important asset to any company. therefore companiesshould understand what the retention and value drivers are for each customer. an approach that can help considercustomers‘ different value dimensions is the value network. this paper aims to introduce a new approach using datamining techniques for mapping and analyzing customers‘ value network. besides, this approach is applied in a real casestudy. this research contributes to develop and implement a methodology to identify and define network entities of avalue network in the context of b2b relationships. to conduct this work, we use a combination of methods andtechniques designed to analyze customer datasets (e.g. rfm and customer migration) and to analyze value network. as aresult, this paper develops a new strategic network view of customers and discusses how a company can add value to itscustomers. the proposed approach provides an opportunity for marketing managers to gain a deep understanding of theirbusiness customers, the characteristics and structure of their customers‘ value network. this paper is the first contributionof its kind to focus exclusively on large dataset analytics to analyze value network. this new approach indicates thatfuture research of value network can further gain the data mining tools. in this case study, we identify the value entities ofthe network and its value flows in the telecommunication organization using the available data in order to show that it canimprove the value in the network by continuous monitoring.