Design And Implementation Of Advertisement Customer Data Mining Modeling Based On Clementine

The enterprise establishes own database system, replaces the manual operation by the computer management, collects, the storage, the management service data by this, the improvement work environment, raises operators'working efficiency. The enterprise needs to find out the useful information from the service data, helps them makes immediate, the correct judgment in the business management and the development.After an enterprise has been clear about own customer, we should make the customer segmentation. The different customer needs to have the obvious difference to the identical product, the customer demand for products more and more rational, and rigorous, and the overall quality of business services has set higher requirements. The different type's customer choice often is not only the product sole characteristic, but is also possibly the product characteristic some kind of combination. For enterprises, the same product on the market can not meet the needs of all customers, only for a certain type of customer. On the other hand, a particular type of product must not only satisfy the sole type the customer, but also must satisfy the multi-scopes, multi-level, with different needs of customers.The goal of the customer subdivides, is needs to reply precisely who is our customer, the customer has which actual needs, the enterprise should attract which customers, which customers should key maintain, how should cater to the key customer the demand and other important issues.Response rate analysis by enterprises, can effectively reduce the cost of marketing, simultaneously can more target-oriented facing the target market, achieves obtains the desired effect by the smallest investment the goal. Needs to construct the forecast model, found the most appropriate response customer, and forecast that which customers could respond, as well as the response possibility was how many. In view of the advertisement marketing market's unceasing development, the enterprise has collected the massive customer material. Data mining demand come from Yadii. In order to facilitate the advertising center marketing strategy to develop a more reasonable, I will use SPSS Clementine to built model, promotes the new customer development the success ratio, and reduces the long time customer the rate of loss.This article accord to business needs, through constant communication with clerks, will be the marketing process, customer information and data mining technology combined after data understanding, data cleansing, data mining model training course, designed and implemented a customer segmentation model and the customer response forecast model. At last evaluate and deploy the model, effective the discovery has the commercial value information from the chaotic customer data.