Research On Data Mining Application In CRM

We have lived in an era of information technology. With fast development of IT and intense competition of market, the concept of Customer Relationship Management (CRM) comes into being. CRM sets its ultra goal to improve the ability of enterprises to make profit and sets its direct goal to improve the relationship between enterprise and customer. Its primary application includes customer acquirement, cross sales and customer maintenance. Data Mining is the data analysis technology that finds unknown knowledge in the large amount of data. Using data mining technology to analyze customers' data, we can find customer behavior model to provide support for decision making in CRM. This paper provides a customer relationship model and analyzes apriori algorithm in association rule application. The apriori algorithm is extended to meet CRM requirement. This paper also finds that apriori algorithm can be used to characterize customers. In the last part, this paper gives 7 procedures to guide the implementation of data mining in CRM. The apriori algorithm is used to analyze the customer data and find some simple data mining models.