Research Of Data Mining Technology In Customer Relationship Management

In the information age, explosive growth of the data began to appear, how to find and deal with the required data in mass data is a challenging task, and it's especial important for enterprise managers. The appearing and development of data mining technology satisfies the people's demand in a certain extent.Data mining technology can extract Related Patterns automatically that using for auxiliary business decision-making according to enterprise established business targets, so the research of it becoming hot in academic and information industry.Customer Relations Management group (CRM) is a business strategy, which through the selection and management to achieve maximum value for customers. CRM need the business philosophy and culture that should consider customers as the center of the business to support effective market promotion, marketing and service process. CRM is repeated cycles which change customer information into a positive relationship. Data mining is a powerful tool which extracted potential and useful information in mass data. So the good use of data mining technology in CRM can acquire valuable knowledge and rules for enterprise through mass data related customers.Based on the demand of CRM, analyzed the basic principle and technology of data mining, and discusses application of decision tree to classificate customers in CRM. In order to realize the classification of CRM customers, this paper expounds and improve the commonly algorithm used in data mining, for C4.5 decision tree algorithm, analyzed the decision tree may be too big, users can too difficult to understand and explain, in order to limit the size of the decision tree, an improved thought was proposed in C4.5 algorithm.To build appropriate tree through input maximum node parameters of decision tree. Support vector machine into the RBF neural network is also introducted in this paper which improve the forecasting ability of neural. Improved greedy algorithm was used to slove the problem of outbreak detection in data mining in this paper.To using data mining in CRM, works as following were finished: Using C4.5 algorithm, Apriori algorithms, neural networks and so on to Acme database, through calculation of the particular attribute such as information gain, and establish the primary decision trees, then branches cutting and merge to get some interest models, these models are important guiding role to enterprise management strategy.