数据挖掘在CRM中的应用 Classification Clustering customer identi cation Target customer Anatyus customer segmentation AssoCialion customer Develo pment customer attraction Custe mer Customer Lierne value Uncross seting Management Darsct Marketing Market BasketAndysis customer Re benton one-to-one Markeing VisesaIrrztion complaints Management Regression equence iscovery
数据挖掘在CRM中的应用
Customer i fication 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 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
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 应用 Value prediction算法 对客户提供的服 预测购买有针对性的促销方案 务及其被使用率 我应该提供什么 的可能性 数据 样的新服务?那些 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
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
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