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1、復(fù)旦大學(xué)碩士學(xué)位論文CRM數(shù)據(jù)挖掘系統(tǒng)框架與實(shí)現(xiàn)姓名:張曉輝申請(qǐng)學(xué)位級(jí)別:碩士專業(yè):計(jì)算機(jī)應(yīng)用技術(shù)指導(dǎo)教師:朱揚(yáng)勇2002.5.22【摘要】,t“1令}1益膨脹的數(shù)據(jù)量和同益激烈的市場(chǎng)競(jìng)爭(zhēng)推動(dòng)了數(shù)據(jù)挖掘技術(shù)的不斷發(fā)展,到目f;i『為止數(shù)據(jù)挖掘技術(shù)在電子商務(wù)、基因、銀行、電信等各個(gè)領(lǐng)域都獲得了廣泛的應(yīng)用。CRM作為一個(gè)新興的計(jì)算機(jī)應(yīng)用領(lǐng)域,目前得到了人們的廣泛關(guān)注。CRM數(shù)據(jù)挖掘.也即CRM中的數(shù)據(jù)挖掘應(yīng)用,也越來(lái)越得到研究領(lǐng)域的重視。yp本文考察了CRM數(shù)據(jù)挖掘中所要解決的幾種問(wèn)題,如:客戶簡(jiǎn)檔化、客戶
2、HI自f越、客戶價(jià)值、客戶獲取、產(chǎn)品推薦、客戶保留,然后討論了在CRM中應(yīng)用數(shù)據(jù)挖掘時(shí)所面臨的各種困難,如:數(shù)據(jù)不平衡問(wèn)題、模型選擇問(wèn)題、提高預(yù)測(cè)準(zhǔn)確率的方法等。為建立通用的、可擴(kuò)展的CRM數(shù)據(jù)挖掘平臺(tái)CMiner,本文提出了一個(gè)包含三層結(jié)構(gòu)的CRM數(shù)據(jù)挖掘系統(tǒng)框架,把數(shù)據(jù)挖掘應(yīng)用系統(tǒng)劃分為算法層、商業(yè)邏輯層、和應(yīng)用層。商業(yè)邏輯中間層的思想和以客戶數(shù)據(jù)倉(cāng)庫(kù)為中心的體系結(jié)構(gòu)是CRM數(shù)據(jù)挖掘系統(tǒng)框架的核心內(nèi)容。通過(guò)與商業(yè)邏輯對(duì)應(yīng)的中間層的建立,具體的數(shù)據(jù)挖掘算法和實(shí)際的行業(yè)應(yīng)用互相獨(dú)立開(kāi)來(lái),使之能夠互不影響
3、,通用的商業(yè)邏輯層也使得我們的CRM數(shù)據(jù)挖掘系統(tǒng)成為一個(gè)能在不同組織中實(shí)施的通用系統(tǒng)。標(biāo)準(zhǔn)的客戶數(shù)掘倉(cāng)庫(kù)是系統(tǒng)通用性的另一個(gè)重要保證,不同組織中的數(shù)據(jù)模型千差萬(wàn)別,我們?cè)谧鰧?shí)際的數(shù)據(jù)分析之前,先把所需的數(shù)據(jù)導(dǎo)入到數(shù)據(jù)倉(cāng)庫(kù)中,然后再在這個(gè)標(biāo)準(zhǔn)的數(shù)據(jù)模型上進(jìn)行分析,降低分析算法對(duì)數(shù)據(jù)模型的依賴。同時(shí)客戶數(shù)據(jù)倉(cāng)庫(kù)也把企業(yè)原有信息系統(tǒng)與我們的數(shù)據(jù)分析系統(tǒng)獨(dú)立開(kāi)來(lái),使之不互相影響。關(guān)鍵詞:CRVM,數(shù)據(jù)輕缸、數(shù)據(jù)爸庫(kù)、系彰漣架中圖分類號(hào):TP302【Abstract][Abstract].Withthedrivi
4、ngoftherapidgrowingofdataineverywhereandthedrasticcompetinginanymarket,dataminingtechnologyhasmakegreatprogress,andmanydataminingapplicationsappearedinretail,telecommunication,banking,fraudanalysis,DNAmining,stockmarketanalysis,Webmining,Webloganalysis,e
5、tc.AsoneofthehottestareainITindustry,CRMisnowinitsgrowingperiod,andthereisstillnotagoodenoughsystemframeworktosupporttheappearingCRMdataminingapplications.Inthispaper,weaimatdevelopingageneralandextensibleCRMdataminingsystemframework.AndbasedoRthisframew
6、ork,olJfCRMdataminingplatform,calledCMiner(CustomerdataMiner),wasconstructed.SixCRMproblemswerestudiedindetail:customerprofiling,customerresponse,customervalue,customerrequire,productrecommendation,andcustomerretain.Wealsodiscussedthemustencounteredprobl
7、emswhenbuildingdataminingapplications:unbalanceddata,modelselection,andimprovingpredictaccuracy.Thecoreideasofourframeworkarethebusiness—logicmiddlelevelandtheCDW(CustomerDataWarehouse)centeredarchitecture.Thebusiness—logicmiddlelevelseparatesthedatamini
8、ngalgorithmlevelandthebusinessapplicationleveltomakethemindependentwitheachother.Thegeneralbusiness-logiclevelalsomakesOtlrCRMdataminingsystemtoheageneralsystemwhichcanbedeployedinvariousorganizations.ThestandardCDWisaanot