《数据挖掘应用》PPT课件

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1、数据挖掘应用CRM顾客生命周期寿命盈利获取消费者保持消费者消费者分析和恢复收入支出寿命数据挖掘在CRM中的应用CustomeridentificationCRMbeginswithcustomeridentification.Thisphaseinvolvestargetingthepopulationwhoaremostlikelytobecomecustomersormostprofitabletothecompany.Italsoinvolvesanalyzingcustomerswhoarebeinglos

2、ttothecompetitionandhowtheycanbewonback.Elementsforcustomeridentificationincludetargetcustomeranalysisandcustomersegmentation.CustomerattractionOrganizationscandirecteffortandresourcesintoattractingthetargetcustomersegments.Directmarketingisapromotionprocesswh

3、ichmotivatescustomerstoplaceordersthroughvariouschannels.directmailorcoupon目标营销CustomerretentionCentralconcernforCRM.Customersatisfactionistheessentialconditionforretainingcustomers.Elementsofcustomerretentionincludeone-to-onemarketing,loyaltyprogramsandcompla

4、intsmanagement.One-to-onemarketingreferstopersonalizedmarketingcampaignswhicharesupportedbyanalyzing,detectingandpredictingchangesincustomerbehaviors.Loyaltyprogramsinvolvecampaignsorsupportingactivitieswhichaimatmaintainingalongtermrelationshipwithcustomers.C

5、hurnanalysis,creditscoring,servicequalityorsatisfactionformpartofloyaltyprograms.客户流失分析CustomerdevelopmentElementsofcustomerdevelopmentincludecustomerlifetimevalueanalysis,up/crosssellingandmarketbasketanalysis.Customerlifetimevalueanalysisisdefinedasthepredic

6、tionofthetotalnetincomeacompanycanexpectfromacustomer.Up/Crosssellingreferstopromotionactivitieswhichaimataugmentingthenumberofassociatedorcloselyrelatedservicesthatacustomeruseswithinafirm.Marketbasketanalysisaimsatmaximizingthecustomertransactionintensityand

7、valuebyrevealingregularitiesinthepurchasebehaviourofcustomers.PersonalizedrecommendationsystemsPersonalizedrecommendationPersonalizationisdefinedas“theabilitytoprovidecontentandservicestailoredtoindividualsbasedonknowledgeabouttheirpreferencesandbehavior”or“th

8、euseoftechnologyandcustomerinformationtotailorelectroniccommerceinteractionsbetweenabusinessandeachindividualcustomer”Internetrecommendationsystems(Internetrecommendersystems)inele