Research Of The Application Of Data Mining Techniques In CRM

The core of CRM (Customer Relations Management) is that "To take the customers as center" , that is the process of discovering the positive customer relations in the customer information. The application of data mining technology in CRM is a focus in the recent years study. DM is the powerful tool to mine the useful knowledge from the mass data. In CRM, making use of DM technology from mass data which are related with customers, can find out the valuable knowledge and the rules between the enterprise and it customers, to make the enterprise know its customers better and make decision-basis to the later development of the enterprise.At first, the paper introduces the functions and techniques of data mining, the application and the characteristic of CRM system, carries on the detailed analysis about the application of data mining technology in the CRM. Then, the paper research the algorithm of cluster analysis in detail. According to the data characteristic of customer in CRM system, in order to achieve the better cluster effect and avoid making the cluster result to partial optimization, the paper put forward to improve the k-means cluster algorithm using SA (Simulated Annealing) algorithm thinking. As a result, the improvement cluster analysis algorithm to the classification of customer community is applied and the cluster result is analyzed.When carrying on the analysis to the customer information, the analysis is affected by many factors. Because these factors restrict and affect each other, it is not to describe by values. Therefore, AHP (Analytical Hierarchy Process) is selected to resolve this problem. AHP partition every factor to different hierarchy and describe every factor as a value, so every factor could compare each other to get a weight value and quantitative customer information to make the customer information be exact and explicit.At last, the paper analyzes the UNI-CRM system which is used in Union...