Application Of Classification And Clustering In Analytical Customer Relationship Management

Analytical Customer Relationship Management, which is called next generation CRM, has become the study focus in application of data mining in recent years. This thesis focuses on classification and clustering problems in data mining, the application of classification and clustering in Analytical CRM, and an Analytical CRM system-KDACRM which we design and implement.This thesis is composed of six chapters. In chapter 1, a summary on the background, definition and function of CRM, data mining and Analytical CRM, as well as the analyse of prevalent data mining tools and CRM tools are given. In chapter 2, two key datamining techonology, that is classification and clustering, are introduced.In chapter 3, the basic functions, working procedure, and software architecture of Analytical CRM are introduced. Then Use Case and Activity digrams are used to analyse the KDACRM system. In chapter 4, the implement methods of preprocess and primary analyse of data, Customer Retain and Market Segmentation are studied.In chapter 5, some JBuilder modules and Swing modules which we used to develop the KDACRM system are introduced. The software architecture of KDACRM system, as well as the design idea of the system's package, class, and user interface are included in this chapter. In chapter 6, the implementation and application of KDACRM is given.