How can we use a text corpus stored in a customer relationship management (CRM) database for data mining and segmentation? To answer this question, we inherited the state of the art methods commonly used in natural language processing (NLP) literature, such as word embeddings, and deep learning literature, such as recurrent neural networks (RNN). We used the text notes from a CRM system taken by customer representatives of an internet ads consultancy agency between 2009 and 2020. We trained word embeddings by using the corresponding text corpus and showed that these word embeddings could be used directly for data mining and used in RNN architectures, which are deep learning frameworks built with long short-term memory (LSTM) units, for more comprehensive segmentation objectives. The obtained results prove that we can use structured text data populated in a CRM to mine valuable information. Hence, any CRM can be equipped with useful NLP features once we correctly built the problem definitions and conveniently implement the solution methods.
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