6 数据挖掘应用.pptVIP

* 数据挖掘应用 吴全胜 山东财政学院 sdfiwu@ 顾客生命周期 盈利 收入 寿命 支出 寿命 获取消费者 保持消费者 消费者分析和恢复 数据挖掘在CRM中的应用 E W T Ngai,Li Xiu, D C K Chau. Application of data mining techniques in customer relationship management: a literature review and classification. Expert system with application, 2009,36(2):2592-2602 Customer identification CRM begins with customer identification. This phase involves targeting the population who are most likely to become customers or most profitable to the company. It also involves analyzing customers who are being lost to the competition and how they can be won back. Elements for customer identification include target customer analysis and customer segmentation. Customer attraction Organizations can direct effort and resources into attracting the target customer segments. Direct marketing is a promotion process which motivates customers to place orders through various channels. direct mail or coupon 目标营销 怎样最大限度地发挥 我的销售力量为商业用 客户信息 户服务？ 销售人员档案 经理、决策人员 我应该提供什么 应 用 Value Prediction算 法 预测购买有针对性的促销方案 的可能性 对客户提供的服 务及其被使用率 数据 样的新服务 ? 那些 客户是我的目标 ? Customer Segmentation算 法 对不同的客户细分群使 用不同的销售人员 Product Associations算 法 针对客户购买行为推出新的产品组合 数据仓库 Customer retention Central concern for CRM. Customer satisfaction is the essential condition for retaining customers. Elements of customer retention include one-to-one marketing, loyalty programs and complaints management. One-to-one marketing refers to personalized marketing campaigns which are supported by analyzing, detecting and predicting changes in customer behaviors. Loyalty programs involve campaigns or supporting activities which aim at maintaining a long term relationship with customers. Churn analysis, credit scoring, service quality or satisfaction form part of loyalty programs. 客户流失分析 所有银行分行 我怎样抑制客户流失 ? 经理、决策人员 挖掘后分析 对于每个上述的客户进 挖掘发现的规则： 95 ％ 的 减 少 交 易 活 动 的 行分析 帐 户 在 未 来 2 个 月 内 可 能 将流失 所有交易记录 行动 C las sifica tion 算 法 需要在某些业务方 面作些改变 决策树 数据仓库 Customer