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1、外文原文ThedataminingisusingintheCRM(1)Acquirethenewcustomersthroughdatamining.ShouldidentifythelatentcustomerfirstintheCRM,andthenconvertthemasthecustomer.AnnuallytheBigBankandCreditCard(BB&CC)companyopenstheexhibitioninthewayofpostaldeliverytopromotesalestheactivity25times,theever
2、ytimegives1,000,000peopletheopportunitythatprovidestoapplyforthecreditcard,theBB&CCcompanymeetingaccepthighapplicantofreputationfortheserviceobject,endonlyhave1%applicanttobecomethecustomer.HowthechallengethattheBB&CCcompanyfaceisletthepostaldeliverypromotessalestheactivitymorev
3、alid.First,theBB&CCCompanysampledthesampleofa50,000people,doingatest・Testtheanalyticalfoundationofresultinthesampleupbuiltuptwomodels,ausestopredictwhowillfillintheapplicationform(usagethedecisiontreemethod),theisthereputationvaluationmodel.(Usagethenervenetworkmethod)Fromleaveo
4、f950,000personalmediumsamples700,000samplesagain,usethemodeltofindoutwhichpersonswillmakeareactiontowardspromotingsalestheactivity,andhavethegoodreputation・Resultisasfollows:Includesettingupthemodeluseof50,000sampled750,000samplestotally;anapplicantisaccepting,acceptingtherateto
5、rise1.2%from1%.Thedataminingalthoughcan'tidentifyaccuratelywhich10,000applicantsendwillbecomethecustomer,canurgethemarketingactivitymorevalid.(2)Crossthevaluethatthesaleraisestheexistingcustomerthroughdatamining.TheproductoftheGunsandRouses(G&R)Companysaleis:Imitatetheoutdoorsfl
6、owerpotofthetrenchmortarandbiggunandimitatethebigcaliberrevolverwithindoorflowerpotofthelonggun.Theproductwatchisdisheveledhairtogotoward12,000,000families.Whencustomer'stelephoneordersacertainproduct,(G&R)thecompanywillpromoteotherproductsactively-crossthesale.But,(G&R)thecompa
7、nydetectiononlyhave1/3ofcustomerallowtheyputforwardthesuggestion,atlastcrossthesaleratenotenough1%,andinvitedtheonetocomplainthevoice.ThinktobecertainforthisB&RCompanyexactlyiswhichpersonsneedotherproductsatthetimeoforderingacertainproduct.TheG&RCompanybuiltuptwotypesmodelofdata
8、mining,theoneisusedtopredictwhetheracertaincust
