对CRM中数据挖掘软件有效性的评价研究  

Study on effectiveness evaluation of data mining software in CRM

作　　者：杨登[1] 

机构地区：[1]吉林化工学院经济管理学院,吉林吉林132022

出　　处：《现代电子技术》2015年第23期114-117,共4页Modern Electronics Technique

摘　　要：企业利用CRM软件管理客户关系获得竞争优势,数据挖掘是CRM成功的关键。数据挖掘工具对CRM中客户关系数据处理,挖掘蕴藏其中的知识、规则和模式。企业可以根据这些挖掘出的知识、规则和模式制定客户关系管理的战略决策。因此,评价客户关系管理系统中数据挖掘软件的有效性,对于企业是否成功应用CRM,乃至与企业的成功都极为重要。介绍一种方法对CRM系统中数据挖掘软件进行评价,帮助企业选择最适合自身的挖掘工具。The competitive advantage is coming from that the CRM software is adopted to manage customer relationship by the enterprises, however data mining is the key of CRM success. The customer relationship data in CRM is processed with data mining tool to excavate the hidden knowledge, rules and patterns, by which enterprises can determine the strategic decision- making of CRM. The effectiveness of evaluating the data mining software in CRM system is important for the CRM successful ap- plication of the enterprises and the business success. A method is introduced to evaluate the data mining software in CRM sys- tem, which can help the enterprises select the mining tool suiting for itself.

关 键 词：客户关系管理 数据挖掘 有效性评价 评价模型 

分 类 号：TN911-34[电子电信—通信与信息系统]