面向商务智能的数据挖掘及其应用分析

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1、AbstractBigdataerahasarrivedandmassdataischallengingthetraditionalenterprisemanagementmodeandmarketingmode.Intheageofinformation,inordertobetterusehugedatainformationandmakewisedecision,enterprisesshouldeffectivelydealwiththedataandconvertitintovaluablebusinessinformation

2、.Inthisway,businessintelligenceisborn.Itmeanstohelpenterprisemakebetterbusinessdecisionthroughutilizeenterprisersdataproperty.AnapplicationresearchofdatamininginthefieldofbusinessintelligenceisbasedonmarketsegmentationinCRM.Throughtheprocessofextraction,loadinghugeinforma

3、tionrelatedtoconsumerbehavior,analystpredictdemandsforcustomersindifferentsegmentsandthisisbasedonindividualpurchasingbehaviorsandcustomersegmentation.Thispaperisbasedonthemodelingofmarketinganalysisandcustomerrelationship.Somedataminingmodelcontaincustomersurvivalanalysi

4、smodel,customerloyaltymodel,hierarchicalmodelaswellasanalysisandcomparisonofinfluenceofdifferentsalespromotionmode.Thisarticlefirstlydescribeshowpromotionalmodeinfluencesdailysalesbasedontwodifferentpromotionalmodes.Thearticleusesmultiplelinearregression,fixedeffects,Step

5、wiseregressionanalysistodeterminesignificanteffectvariable.Besides,itanalyzesthepurchasingbehaviorofConAgraandPopSecretfordifferentpromotionalmodelsleadtodifferentcustomerpurchasingbehaviors.Theresearchfindsthatfrequentpromotioncanhelpcustomersrecallbrands.Notallnewcustom

6、ersintroducedthroughpromotionactivitiesarepricesensitivecustomersandwefindthatintheirfollowingpurchases,theyalsotrytobuysomenon-promotionalproducts.Inthepartofclusteringanalysis,thispapertriedtwomethodstodividethecustomersintodifferentcategoriesandsummarizesthefeaturesofc

7、ustomersindifferentcategories.Intheprocessofclassification,weusedafastclusteringmethodandWardfsmethodtosegmentcustomersandresultsareexpressedbyscatterdiagram.ComparedtoWardt，fastclusteringmethodismoresuitableforthecustomercategory.Asquareshapedscatterplotshowsthatcategori

8、esareverynea匚Withineachcategory,theobservationsarenotsoconcentrated.SoIchooseafastclusteringmeth