| 基于数据挖掘的客户资产测量研究 |
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| 引用本文： | 彭虎锋. 基于数据挖掘的客户资产测量研究[J]. 统计与信息论坛, 2010, 25(12): 91-97 |
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| 作者姓名： | 彭虎锋 |
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| 作者单位： | 中南财经政法大学信息与安全工程学院,湖北武汉430074 |
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| 基金项目： | 中南财经政法大学引进人才科研启动基金 |
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| 摘 要： | 由于单个客户消费行为具有极大不确定性导致预测客户资产比较困难,提出一种以数据挖掘技术为基础,在客户分类的基础上测算客户资产的动态方法,该方法使客户资产的测量更加准确并具有可操作性。同时通过实证分析证实该方法可以为企业实现精确营销提供有力支持。
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| 关 键 词： | 数据挖掘 客户资产 客户终身价值 客户细分 |
Research on Measuring Customer Equity on the Basis of Data Mining |
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| PENG Hu-feng. Research on Measuring Customer Equity on the Basis of Data Mining[J]. Statistics & Information Tribune, 2010, 25(12): 91-97 |
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| Authors: | PENG Hu-feng |
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| Affiliation: | PENG Hu-feng(School of Engineering Information and Security,Zhongnan University of Economics and Law,Wuhan 430074,China) |
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| Abstract: | The paper advances the dynamic method for the calculation of customer equity on the basis of the classification by the application of data mining technology.The method makes the calculation of customer equity more precise and practical.The paper analyzes the specific application of the method in marketing decision by positive analysis,and it offers support for enterprises to realize precise marketing. |
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| Keywords: | data mining customer equity customer lifetime value customer segmentation |
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