A Naive KDD Approach In A Key AccountManagement Framework: A Case Study

Key Account Management is the strategic marketing approach which provides an effective, practical and rather simple method for companies interested in increasing their profits by correct customer and relationship management. In companies in which data is decentralized in business units, the implementation of a Key Account program passes through the accounts selection problem, and through the implementation process, that can be understood like a Knowledge Discovery in Database process where the goal is to search for accounts under given restrictions in the marketing utility function. This paper presents a case study based on the implementation of a KAM program in a Brazilian Insurance Company, where a