数据挖掘的应用.pptVIP

数据挖掘应用 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 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 Customer development Elements of customer development include customer lifetime value analysis, up/cross selling and market basket analysis. Customer lifetime value analysis is defined as the prediction of the total net income a company can expect from a customer. Up/Cross selling refers to promotion activities which aim at augmenting the number of associated or closely related services that a customer uses within a firm. Market basket analysis aims at maximizing the customer transaction intensity and value by revealing regularities in the purchase behaviour of customers. Personalized recommendation systems Personalized recommendation Personalization is defined as “the ability to provide content and services tailored to individuals based