Research On Data Mining And Its Applications In CRM Of Real Estate Corporations

Customer Relationship Management (CRM) is a business strategy of every company. It plays a more and more important role in modern business and is the way they have to pass by to improve competitiveness. In the process of CRM , the estate enterprise faces a major problem which is how to transform the large scale of customer data and the transaction data to useful information.Facing the fast growth magnanimous data collection, the enterprise needs the powerful data analysis tool which will change these data to value knowledge. Data mining is a prcoess that extracts interesting and available knowledge from a large amount of data. There are a variety of patterns of knowledge discovered from a large dataset using data mining, such as: association rule, classifying, clustering analysis, and decision trees and so on. In this paper, the concepts, basic and extended algorithms, and the current development of association rules, the hot spot, In data mining were introduced emphatically. Most of the algorithms of association rules are based on the apriori algorithm. However, this algorithm will generate many useless itemsets and tedious rules, which will result in the loss of efficiency and validity, consequently. Additionally, the performance of interacting with operator of these methods is also of a sort. Thus, one data mining method, Apriori+ algorithm, is developed in this paper. In this data mining method, users can specify the interested items, the minimum support, and the minimum confidence threshold for the discovery of association rules. In Apriori+ algorithm, the original transaction database was converted into a bit-string database, which reduced the number of the combinations of itemsets and improved the efficiency. Importantly the response time in this data mining query system was reduced using data pretreatment and user conducted association rule. The paper bases on a CRM project of a real estate development enterprise, obtaining from the real demands of real estate customer relationship management, after has analyzed the association rules mining principle and technology, discussed with emphasis has carried on the real estate industry customer intention analysis in CRM using the association rules. These methods and manners that how to apply data mining technique in estate CRM systems are discussed in details, and a successful case is given.