Data mining technology has been more common applications in corporate marketing. It is based on market segmentation principles of marketing. Its basic assumption is "consumer past behavior is the best explanation of its future consumption". By collecting, processing and processing a large amount of information involving consumer consumer behavior, determining a specific consumer group or individual interest, consumption habits, consumption tendency, and consumption needs, in turn, invested in the corresponding consumer group or individual consumption behavior, then Based on the orientation marketing of specific content, the identified consumer group, which has greatly saved marketing costs compared to the large-scale marketing means of consumer objects, and improved the marketing effect, thus bringing enterprises. More profits. Commercial consumption information comes from various channels in the market. For example, whenever we use credit card consumption, commercial enterprises can collect commercial consumption information on credit card settlement processes, and record our time, place, interested goods or services, willing to receive prices and payment capabilities. When we apply for a credit card, apply a car driving license, fill in other things that need to fill out the form, our personal information is deposited in the corresponding business database; companies can even collect relevant business information, even Buy such information from other companies or organizations to use themselves. These data information from various channels are combined, using supercomputers, parallel processing, neuronal networks, modeling algorithms and other information processing techniques for processing, from the mid-to-business decision to provide specific consumer groups or individuals information. How is this data information applied? For a simple example, when the bank is tapped by business data, it is found that the bank account holder suddenly requires the application for a two-person joint account, and confirming that the consumer is the first application for a joint account. The bank will inference the user may To get married, it will be directed to the user to purchase a long-term investment business such as housing, pay for children, etc., and banks may even sell this information to companies that specialize in wedding goods and services. Data mining construction competitive advantage. In countries and regions developed in the market economy, many companies have begun to process business information on business information on the basis of the original information system to build their own competitive advantage and expand their turnover. American Express has a database for recording credit card services, with a data volume reaches 5.4 billion characters and is still updated with business progress. Through the excavation of these data, the Express has developed the "Relation Ship Billing" promotion strategy, that is, if a customer purchases a set of fashion in a shop in a store, then buy a pair of shoes in the same store, You can get a big discount, which can increase the sales volume of the store, or increase the use of the transportation card in the store. For another example, if the card consumers living in London If they have just passed the British Airways flight to Paris, then he may get a weekend ticket discount card discount card. Based on data mining marketing, it is often possible to issue a sales material related to its previous consumer behavior to consumers. Kraft Food Company has established a database with 30 million customer data. The database is established by collecting a positive response to other promotional means for the company, and Kraft has passed data. Draw the interests and tastes of specific customers and send them a coupon for specific products to the basis, and recommends them in accordance with Kraft product recipes that meet customer tastes and health. The American Reader's Digest publisher runs a 40-year business database, which accommodates more than 100 million subscribers throughout the world. The database is running 24 hours a day, ensuring that the data is constantly updating, It is based on the advantages of data mining on customer data databases, enabling the reader's abstract publishing company to expand from popular magazines to the publication and distribution of professional magazines, books and sound and video products, which greatly expands their business.
Based on data mining marketing is also inspiring in my country's current market competition. We can often see some manufacturers on bustling commercial streets to distribute large quantities of commodity advertisements for people who are not divided into and visits. The result is no need. Discard the information, and those needed do not necessarily get it. If a company engages a company, a company that has just purchased home appliances in the store, the manufacturer of special drugs will be mailed to the hospital-specific outpatient medical patients, and will definitely be more than a beautiful marketing effect. Success Stories 1 Telephone Toll and Management Measures Canadian BC Provincial Telephone Company requires the KDD research group of the SIMON FRASER University of SIMON FRASER in accordance with its more than ten years of customer data, summarizing, analyzing and proposing new telephone charges and management methods, making it beneficial to the company. It is also conducive to customer preferential policies. 2 Data in the competitive sports Mining the famous national basketball team NBA coach, using the data mining tools provided by IBM, depleting the replacement team. Imagine you is an NBA coach, what do you rely on the team to win? Of course, specific tactics and techniques that are most easily thought of, cross-tealing, and fast stealing and other specific tactics and technologies. But today, NBA coaches have their new weapons: data mining. About 20 NBA teams use the data mining application software developed by IBM companies to optimize their tactical combinations. For example, SCOUT has found a chance to win in the game with the Miami Hot Strong because of the study of the magic team. Systematic analysis showed two defenders in the first lineup of the Magic Afronta and Brian Shaw, was named - 17 points in the first two games, which means they On the field, the fraction of the team lost is more than 17 points. However, when Hadwood and the replacement of Darrell Armstrong, the magic team scored 14 points. In the next game, the Magic team added Ams creation time. This is really effective: Arms have settled 21 points, Hadwood won 42 points, and the magic team won 88-19. In the fourth game, the magic team made Arms to create a first lineup, and once again defeated the hot team. In the fifth game, this lineup of data mining has failed to drag the hot team, but Advanced Scout helped the magic team to win 5 games until finally decided to win the opportunity. Advanced Scout is a data analysis tool that can be used with a laptop at home or on a server stored on the NBA center. Each game is subject to a statistical classification, according to score, assists, mistakes, and more. Time markers make the coach very easily understand the meaning of statistics by searching for the video of the NBA competition. For example, the coach found that the team's players found a foul record in the opponent's star confrontation, he could decompose the actions of the two sides in the instant to the other party's star and this team member "head". Advanced Scout's developers, Due Palm Handery, when developed the app, he was in the IBM's Thomasj.Watson Research Center as a researcher, and he demonstrated how a technique should use data mining. Br Handui said: "The coaches can have no statistical training, but they can use data mining to develop strategies." At the same time, another formal sports alliance, the national hockey alliance, is developing its own data mining app NHL-ICE, the alliance and IBM have established a technical joint venture company, launching an electronic real-time competition score in November last year. Statistical system. In principle, a data mining app similar to Advanced Scout can make coaches, broadcasters, journalists and fans to excavate NHL statistics. When they visited NHL's Web site, fans can use the system to circulate the game, and the broadcaster and journalists can explore statistics, find lace news to add oil and vinegar.
