数据挖掘及在营销中的应用

Data Mining and its Applications in Marketing

数据挖掘的目的是在大量数据中进行模式识别、提取有用的知识。本文在对数据挖掘方法作了全面论述的基础上 ,着重分析了关联分析方法和决策树分析方法 ,提出了关联衡量指标和关联分析步骤、决策树的构造方法和决策过程 。

The main purpose of Data Mining is to obtain meaningful patterns and useful knowledge in large database. In this paper, firstly, a comprehensive perspective of technologies using in DM are given, then, the association analysis and classification analysis are presented and the ways of how to use these two methods are designed, finally, shows the results about applications in marketing using these two methods.