数据挖掘技术在零售企业会员价值预测中的应用研究

以某零售企业2008.06.30-2009.06.29一年的销售数据为依据,以合理地划分会员等级为目标,根据会员一年的消费积分确定其所在的会员层级。在此基础上,采用数据挖掘技术中的决策树方法寻找衡量有价值会员的判定规则,该规则可作为对新客户和潜在客户进行价值判断的依据,为企业向客户做有针对性的营销打下基础,以期能在提高客户满意度的基础上,做到企业和客户的双赢。

Application Research on Using Data Mining Technology to Predict Retail Enterprise Membership Value

Based on a retail enterprise's data from 2008.06.30 to 2009.06.29,this paper aims at a reasonable division of membership level,determines membership level according to their consumption scores.On the basis of this,using one of data mining technique-decision tree method to find rules which can judge valuable membership,these rules can be used to judge new customers and potential customers and lay the foundation for targeted marketing,hope this method can achieve enterprise and customers' win-win based on imp...