The Customer Relationship Management (CRM), as we briefly discussed in the previous chapters, is a rich source of data through which companies hope to identify the preference of different customer groups, products, and services in order to enhance the cohesion among their products and services and their customers.

Association rules can reinforce the knowledge management process and allow the marketing personnel to know their customers well to provide better quality services. For example, association rules can be applied to detect a change of customer behavior at different time snapshots from customer profiles and sales data. The basic idea is to discover changes from two datasets and generate rules from each dataset to carry out rule matching.