Design Reaserch And Implementation Of Analytical CRM In Click-Stream Data Warehouse

With the continuous development of Web technology,the frequency of e-commerce activities have been increased.Every click of Client-to-business Web site will be recorded in the corporate network server logs,resulting in a click-stream data.Click-stream data contains a lot of very useful information for enterprises.Their effective analysis not only guides the construction of e-commerce sites and enhances adhesion site degrees, but also reflects the business in the market, sales, services, financial and other aspects of the situation.Traditional data warehouse can no longer satisfy the needs of CRM (customer relationship management) system for data analysis,therefore,the introduction of click-stream data warehouse to analytical CRM of e-commerce corporate will provide users with decision support and realize personalized service for customers. In this paper, the research work could be overviewed for the following aspects:Firstly, click-stream data warehouse and CRM definition, basic composition and main functions is introduced, the distinction between click-stream data warehouse and traditional data warehouse is described.Secondly, the importance of click-stream data warehouse in analytical CRM system in e-commerce environment is analysed.It puts forward architecture of analytical CRM based on the click-stream data warehouse, solves the deficiencies of analysis of click-stream data in the traditional data warehouse in the analytical CRM.Thirdly, it analyses the demand of CRM system in e-commerce business; adds click-stream analysis requirements in the traditional analytical CRM system; propses a data warehouse multi-dimensional model to support for the analytical CRM. In order to verify this model, we have used conventional CRM query for testing. The experimental results show that this model has a high success rate, it can be used for a variety of customers, such as analysis of earnings.Fourthly, according to clickstream data on the characteristics and analytical CRM basic functions, it has used SQL SERVER 2000 to build click-stream data warehouse based on e–commerce and made analysis and displayed of ETL and OLAP for click-stream data.