数据挖掘在通信行业精确营销中的应用

Application of Data Mining in the Communications Industry Precision Marketing

针对传统通信行业数据业务营销模式中存在的普遍撒网的缺点,提出利用数据挖掘中的决策树算法对数据业务的潜在客户进行分类,预测什么类型的人可能开通数据业务、什么类型的人开通数据业务的可能性低,并且在实际的环境中进行追踪检验。实际的实验以数据业务中的彩铃业务为例,结果表明,数据挖掘中的决策树算法能将预测准确率保持在较高的自然准确率,反映出其在真实的环境中运行是可行的、有效的,提高了通信行业数据业务精确营销的客户响应率,在实际的营销环境中具有积极的意义。

The traditional marketing pattern often promotes the data business services widely and blindly. Against these shortcomings,the paper classifies potential client by using the Decision Tree Algorithm. It projects groups of people who might or mightn＇t open the CRBT business,and puts tracking test in the practical circumstances. According to the results,Decision Tree keeps the forecast at a high natural accuracy in the actual environment. It indicates that the Decision Tree Algorithm is feasible and effective,so that it receives more supports from active marketers