基于分类回归树的新闻服务营销研究

News Service Sales Research based on C&R tree

数据挖掘技术中的分类和回归树(Classification And Regression Tree,CART)节点是一种基于树的分类预测方法,使用递归分区来将训练记录分割类似的输出字段值。文章将C&R树应用于市场营销研究,目标是寻找意愿接受互动新闻服务并购买的潜在客户。通过使用已有的客户数据作为训练样本,建立了一个分类回归模型,可以用于未来数据的预测,从而有助于企业更好地针对不同类型的客户进行不同的营销策略。

The Classification and Regression Tree node （Classification And Regression Tree,CART） in Data Mining techniques is a tree-based classification and prediction method that uses recursive partitioning to split the training records into segments with similar output field values. In this paper, it is applied to a marketing study which is to find the potential customers having the intentions to buy an online interactive news service. Through using the existing customer data as training samples, a classification and regression model is established, which can be used to predict ＂future data and help the companies better carry out different marketing strategies for different types of customers.