数据挖掘在市场营销中的应用与研究

Application and research of data mining in marketing

当今世界中由于数据量的快速增长,用户很难像以前一样找出数据的规律用以分析决策.因此,必须使用相应的数据挖掘工具,挖掘出隐藏的规则或模式,给用户的决策分析以有力支持.数据挖掘技术的特点就是对海量的商业数据进行分析处理,从中提取出有用的信息为使用者在对业务进行决策时提供帮助.同样,在营销领域,通过对消费者的消费行为进行收集和整理,分析出消费者的下一个消费行为,可在以后的营销过程中,对特定的消费者进行有目的的营销,既能节约营销的成本,降低营销的盲目性,又能使企业的利润最大化.本文使用IBM SPSS Modeler软件对用户的数据进行分析及挖掘.

In today's world due to the rapid growth of the amount of data,it is difficult for users to find out the rules of data as before to analyze the decision. Therefore,it is necessary to use the corresponding data mining tools to dig out the hidden rules or models,and give a strong support to the user's decision analysis. The characteristic of data mining technology is to analyze and deal with the huge amount of business data,and extract useful information to help users to make decisions. Similarly,in the field of marketing,it can not only save marketing costs,reduce the blindness of marketing,but also enable enterprises to maximize the profit that collecting and sorting through the consuming behavior of consumers,analyzing the next behavior of a consumer to take the targeted marketing for specific consumers in the future marketing process. The user's data was analyzed and mined by using IBM SPSS Modeler software to in this paper.