《DATA MINING PROCESS MODEL FOR MARKETING AND CRM》.pdf

Proceedings of the Ninth International Conference on Machine Learning and Cybernetics, Qingdao, 11-14 July 2010 DATA MINING PROCESS MODEL FOR MARKETING AND CRM DING PAN Center for Business Intelligence Research, School of Management, Jinan University, Guangzhou 510632, China E-MAIL: tpandingcn@ Abstract: that resulted from interactions between researchers and The role of data mining has become increasingly important industrial data analysts [2]. The model did not address for organizational marketing that has large databases of particular DM techniques, but rather provided support for the information on customers. The data mining researchers have complicated and highly iterative process of knowledge presented various mining algorithms to extract patterns in data generation. Since then, several different process models have for successful CRM approach. The traditional dominant KDD been developed. These process models consist of multiple process model offers valuable guidance on the projected-management oriented stages, with no relevant steps executed in a sequence, which often includes loops and mechanism to provide guidance in the crucial issue of business iterations. Each subsequent step is initiated upon the understanding, model selection and known knowledge successful completion of a previous step, and requires a result integration. The requirements of continuou