SAS数据挖掘技术在移动通信行业的应用教程

·数据挖掘技术在移动通信行业的应用王

凡2003.08Agenda

for

the

presentation议程数据挖掘技术介绍数据挖掘技术在电信行业的应用客户流失分析客户细分分析客户信用计分交叉销售/升级销售分析营销自动化案例介绍Agenda

for

the

presentation议程数据挖掘技术介绍数据挖掘技术在电信行业的应用客户流失分析客户细分分析客户信用计分交叉销售/升级销售分析营销自动化案例介绍In

other

words,

the

goal

of

data

mining

is

to

either

reduce

cost

orincrease

profit采用能够处理大量数据的技术能够理解业务过程,转换这个过程为分析处理能够将定量的结果转化成业务语言,并能基于结果作出决策数据挖掘的概念通过模型技术在大量的数据中发现模式和关系的过程概念重点在于发现的结果能够有效地应用在解决业务问题目的是为了增加收入和降低成本数据挖掘应该数据挖掘的过程起源于业务问题数据获取交易/数据仓库/采样n数据处理Screen建立挖掘集市建立模型决策树神经网络n

准确性n

适用性n

可靠性模型3模型2模型1模型评估应用到日常的业务中，在企业范围内共享结果①预测型使用过去的数据去预测将来发生事件的可能性数据挖掘算法的分类将来发生的可能性历史数据预测算法神经元网络决策树回归②描述型使用过去的数据去描述当前的特征规律当前事件的规律历史数据描述算法聚类关联The

green

dots

may

represent

theyesno70%9663%Income

>39Age

>

47Income

<

8410359%age

<

87①预测–决策树预测什麽情况下会出现绿点收入年龄020406080100020406080100算法组合AD3/53/3CA2/52/4AC2/52/3B

&

CD1/51/3支持度信任度ABCACDACDADEBCE②描述–关联希望知道购买产品的组合算法#

of

callsinternationalcluster4②描述–聚类希望基于呼叫行为去区分客户算法算法神经元网络应用基于相似地特征区分客户找到流失/非流失的主要原因预测拖欠的客户设计针对客户的产品组合,服务套餐预测下个季度每个地区的需求聚类关联预测决策树算法的应用Since

POSCO

are

familiar

with

OLAP

and

statistics(design

of

experiment),Itwould

be

effective

to

deliver

the

idea

of

data

mining

by

comparingdata

mining

and

other

analytical

methods.❏OLAP-基于业务经验,用户能够以多维地方式灵活地看到业务的现状和趋势.❏Data

Mining-为决策支持需要,在大量的数据中揭露重要的关系Ad-hoc

Query

&

ReportoDWQuery

&

ReportingOLAPData

MiningStatistics数据挖掘vs.其他的分析方法Since

POSCO

are

familiar

with

OLAP

and

statistics(design

of

experiment),Itwould

be

effective

to

deliver

the

idea

of

data

mining

by

comparingdata

mining

and

other

analytical

methods.用户希望能够快速和容易地看到业务的趋势目标‘如果客户年龄在35~45之间,并且

报表资费标准是‘A’,’E’,并且最近一‘段revenueby

year/month/area’时间呼叫率下降

30%,那麽它的流失率是标准的4倍‘air

time

bymonth/area/weekday’结果输出格式If

age

in

(35,45)

andTariff

plan

(‘A’,’E’)Reduction

>

30%

then…area/weekdayBKPKSMand01/M99991234345602/T34564353657803/W433554675673OLAP数据挖掘为了解决业务问题,需要科学合理的方式去洞察业务数据数据挖掘vs.其他的分析方法交易信用投诉产品响应人口统计学流失呼叫使用客户细分促销分数·

The

deliverables

are

qualitatively,

rules

and

patterns,

quantitatively…数据挖掘和OLAP的结合促销分数流失流失These

indices

may

be

used

to

segment

you

customersOPTIMIZATION

OF

RESOURCE

&

MARKETING

STARATEGY高中低高中低促销分数数据挖掘和OLAP的结合应用数据产品呼叫属性分数数据挖掘集市建立模型打分①②③OLAP数据集市④数据挖掘用户OLAP报表用户数据挖掘和OLAP的结合Data

Mining集成业务系统分析数据抽取,转换,加载数据存储报表

数据集市OLAP数据集市数据挖掘数据集市ReportsEIS

and

OLAPDATA

STORES取,转换,加载聚合数据仓库取,转换,加载应用服务器eventswitchingcustomerBilling数据仓库和数据挖掘数据挖掘成功的因素数据框架分析框架评估工具和方法论需要从多处数据源访问数据需要正确地评估数据量和数据质量能够判断数据挖掘应用在哪个业务问题采用的分析技术如何正确地将模型应用到生产环境量化评估标准适合于不同级别用户的工具工具能够不断适应技术和应用的变化有经验的合作伙伴Agenda

for

the

presentation议程数据挖掘技术介绍数据挖掘技术在电信行业的应用客户流失分析客户细分分析客户信用计分交叉销售/升级销售分析营销自动化案例介绍The

telco

industry

is

one

of

the

most

dynamic

industry

that

is

driven

by

rapid

change

and

keen

competition

and

some

of

the

key

challengesinclude:a.rapid

change

-

there

is

high

growth

and

with

deregulation

and

market

liberalisation,

competition

amongst

operators

are

getting

more

intense.b.maturing

market

-

price

war

and

many

competitive

offers

in

the

marketplace

drive

up

the

penetration

rate

as

more

and

more

people

acquiretelephony

services;

this

results

also

in

narrow

margins

for

operators

due

to

declining

average

revenue

per

user

(ARPU)c.

High

investment

-

the

telco

business

is

a

high

investment

business

as

it

requires

massive

network

infrastructure

and

IT

support;

coupled

with

thehigh

spend

needed

in

spectrumacquisition,

telcos

are

under

pressure

to

drive

ROI

from

these

investments.d.

New

techonolgies

-

frequent

launch

of

new

technologies

and

talk

up

by

manufacturers

are

adding

on

to

the

pace

of

change

in

the

industry

astelcos

continue

to

cope

to

the

onslaughtof

new

features

and

services

in

the

marketplace.e.

Focus

on

market

share

-

this

has

resulted

inmass

acquisition

of

customers

withno

emphasis

on

attracting

highvalue

and

quality

customers;hence

"over-evaluation"

of

customersf.

High

costof

acquisition

-

competition

has

resulted

in

intense

fight

for

market

share

and

high

marketing

spend;

the

marketing$

spend

per

$revenue

is

increasing

and

payback

period

is

growingg.

IT

drain

-

operators

are

faced

withthe

challenge

of

coping

with

ever

changingtechnologies

and

implementation

of

systems

and

solutions

tokeep

in

pace

with

the

marketplace

and

business

environment;

internal

IT

resource

is

over-stretched

and

telcos

are

looking

outside

theirorganisation

for

competitive

IT

solutions.h.

Poor

reporting

-

with

legacysystems

and

multiple

data

sources

residing

in

many

different

locations,

telcos

are

challenged

withgenerating

timelybusiness

and

intelligence

reports

to

track

their

performanance电信行业所面临的业务挑战市场占有率-提高市场分析和客户占有率来提升在电信市场的核心竞争力收入和利润–提高电信业务的收入和利润客户忠诚度-提升客户忠诚度，特别是能够带来利润的客户Telcos

realise

that

for

themto

survive

in

the

competitive

environment,

will

have

to

focus

their

business

on

driving

customer

value

and

containingcost.

They

need

to

be

effective

in

their

decision

makingand

very

fast

to

adapt

to

changingmarket

environment.

Speed

is

a

crucial

successfactor.

Moving

forward,

many

telco

operators

are

drivingtheir

business

strategies

at……(refer

to

pointers

on

slide)电信企业成功因素和策略Effective

Decision

Making

&Speed

to

Market有效决策和快速响应市场及时地产生业务智能快速地访问信息和报表产生切实可行的报告Focus

on

Customer

Value以客户价值为中心获取高价值客户(高利润率和忠诚度)挽留有价值的客户通过升级/交叉销售增加收益Contain

Cost控制成本优化资源分配涉及针对性的市场活动执行差异化服务优化网络资源ProactiveManagement前瞻性管理前瞻性流失管理前瞻性信用风险管理前瞻性收账管理成功因素关键策略Some

of

the

key

business

pains

which

hinder

telcos

fromachieving

their

strategic

objectives

are:…(see

slide)关键业务问题

Unable

to

generate

meaningful

and

actionable

information

quickly

and

in

timelymanner（及时有效的信息）

Masses

amount

of

information

residing

on

different

data

sources-no

single

view

ofcustomer（无统一的客户视图）

Unable

to

identify

opportunities

and

set

strategic

directions

&

business

focus-laccapability

segmentation

&

profiling（不能分类描述）

Unable

to

drive

targeted

campaigns

to

reduce

acquisition

cost

&

enhance

marketingreturns-ineffective

marketing

campaigns（低效的市场活动）

Unable

to

identify

profitable

and

loyal

customers-inability

to

attract

rightcustomers（无法吸引正确客户）

Unable

to

predict

churn

and

proactively

retain

customers-reactive

&

ineffectivechurn

management（不利的流失管理）Inability

to

minimise

creditrisk

and

predict

bad

debts（信用风险）Inability

to

optimise

network

utilisation（优化网络）So

howcan

SAS

help….数据挖掘技术的应用·

客户关系管理·分析性CRM客户关系管理People客户关系管理是企业的商业战略尽可能使客户满意收入最大化Process利润率最大化主要目标获取新的有价值和忠诚的客户挽留有价值的客户销售更多的产品/服务给存在的客户优化资源利用率TechnologyKnowledge

BaseCRMStrategies客户关系管理的原则基本原则:all

customers

are

not

equal

and

should

not

be

treatedequally–differentiate

your

customers（区别对待客户）know

your

customers’needs

and

preferences–matchtheir

demands

and

expectations

（了解并满足客户需求和期望）encourage

customers

to

want

a

relationship–createenvironment

for

customer

interaction

（与客户互动）ensure

customer

delight

at

touchpoints

–

personalise

anddeliver

consistent

customer

service

across

multiple

channel（多渠道提供稳定客户服务）CRM

is

NOT

just

about

technology.

It

is

a

strategic

initiative---a

business

process

that

requires

alignment

of

a

company’semployees,

processes

and

technology---around

the

customer.

It

is

notassimple

as

buyingnewCRM

technology…the

technology

needs

tosupport

this

overall

strategic

initiative.There

are

many

definitions

of

CRM.

It

is

important

to

get

the

definition

right

for

YOUR

company.Here

are

charicteristics

generically

assoicated

with

CRM:Mass

to

IndividualSegmentation

of

the

customer

base

to

customise

products

and

services

around

the

different

needs

that

exist

to

give

amore

personalised

service.Product

to

customerShare

of

customer

becomes

important

not

just

individual

product

sales.

Emphasis

moving

toward

only

offering

the

products

of

most

interest.Nordstromsales

assistants

can

move

between

departments

with

customer

to

help.

Get

to

know

customer

types

not

products.Acquisition

to

RetentionRetention

also

important,

best

customers

must

be

recognised

for

their

contribution

to

the

company.

It

costs

a

lot

more

$

to

acquire

a

newcustomer

than

to

retain

and

growan

existingone.Function

to

experienceSales,

marketingand

service

seen

as

parts

of

the

customer

experience

and

less

as

individual

functionsCustomers

always

being

routed

to

the

same

call

centre

agent.Shareholders

tocustomersBetter

deals

for

customers

traditionally

meant

reduced

returns

for

shareholders.

But

now

customer

base

is

viewed

as

an

essential

asset

and

theright

investments

in

this

area

bringvalue

to

both

sides.Article

from"AmericanBanker"

which

says

that

Wall

Street

analysts

may

start

requiring

Customer

Relationship

Management

reporting

frombanks.分析型CRM能够为中国移动做什麽?·通过分析型CRM,运营和交易数据能够被转化成切实可行的业务智能:

segment

and

profile

your

market

and

customer

base

to

identify

opportunitiesfor

growth

and

better

business

performance（客户分类和描述）acquire

high

quality

customers

who

are

profitable

and

loyal

（获取优质客户）

cross

and

up

sell

to

existing

customers

products

and

services

and

to

predicttheir

propensity

to

buy（交叉销售和提升销售）retain

existing

customers

who

are

likely

to

churn（挽留客户）

understand

customers

call

behavior

and

needs

to

support

relationshipbuilding

activities（理解客户行为和需要）identify

potential

bad

debtors

and

minimise

credit

risk（减少信用风险）optimize

your

network

resources

（优化网络资源）Design&

BuildCustomer

behaviors

and

needs

change

with

time

and

operators

need

to

realise

that

to

be

able

to

develop

and

design

programmes

which

willcontinue

to

arouse

customer

interest

alongtheir

life

cycle.Start

withprogrammes

that

will

win

the

right

customers

and

continue

to

build

and

strengthen

the

relationship.

Focus

on

the

right

customers

andproactively

manage

and

nurture

the

relationship

throughappropriate

strategies

at

the

appropriate

time.

Create

customer

delight

and

be

aware

ofcompetitive

activities.赢得正确的客户建立关系巩固关系让客户满意挽留客户赢回客户分析型CRM如何支持客户的价值生命周期？寻找新客户现有的客户以前的客户AcquisitionstrategySegment

specificvalue

propositionHigh

valueproposition/premium

packagesStart

up

strategyWelcome

callFirst

bill

callWelcome

emailNewsletterMembershipcards/privilegesBuild

up

strategyCustomer

dayAnniversary

callsBirthdaycalls/cardsGiftsFeedbacksessionsSeminarsService

strategyDifferentiatedservice

levelsPersonal

accountmgrsOne-stop

servicePrivate

hotlinesNetworkoptimisationCompetitiveStrategyPredictive

churnmgtProactiveretentionprogrammesCreditmanagementWin-back

StrategyWin

back

packages客户细分分析客户获取分析信用计分分析客户行为分析&升级/交叉销售分析流失预测分析So

howcan

SAS

help….Segmentation

&

Profiling

Analysis客户细分分析

Cross/Up

Selling

Analysis升级/交叉销售Customer

Behaviorial

AnalysisChurn

Prediction

AnalysisCredit

Scoring

Analysis客户行为分析客户挽留分析信用记分分析Customer

Segmentation客户细分分析型CRM什麽是客户细分?nSegmentation

and

profiling

is

the

process

of

identifying

anddividing

the

customer

base

into

distinct

smaller

groupings

ofcustomers

with

similar

characteristics.n（按照相似特征将客户分为小的群体）n实施客户细分能够使我们:为针对性的活动建立易于管理的用户组识别每个客户组的属性,需求,定制相应的活动决定业务的战略焦点和方向分析型CRM客户细分的类型Value

&

risk

segmentation（价值和风险分类）

Organising

customers

by

their

value

contribution

I.e.

revenue

&profitability,

and

churn

&

credit

riskBehaviourial

segmentation（行为分类）

Organising

customers

by

their

behaviourial

characteristics

I.e.

cduration,

time,

destination

and

combinationDemographic

and

psychographic

segmentation（背景分类）

Organising

customers

by

their

demographics

(e.g.

age,

incomeetc)and

psychographics

(lifestyle

interests

–

techno

savvy,

youngprofessionals,

retirees,

sporting

interest

etc)Geographic

segmentation（地理分类）Organising

customers

by

their

physical

locationValue

Segmentation

（价值分类）识别谁是有价值的客户Top

20%89%ProfitBottom

80%11%

Profit1234879610Value

Versus

Churn

Segmentation（价值和流失分类）绝对挽留挽留?保护&获取增加销售57.2%

Customer22.3%

Revenue21.6%

Customer10.2%

Revenue71.2%

Customer67.6%

RevenueBehavioral

Segmentation（行为分类）（呼叫行为）Segment

1Segment

2Segment

3Segment

4Late

Day

CallersHigh

VoiceMail

UsersHigh

Data

UsageHigh

Local

CallersHigh

Conference

UsersHigh

Voice

to

MobileHigh

National

callersHigh

Voice

UsersHigh

Voice

to

MobilePeak

Week

CallersHigh

IDD

UsersOff

Peak

Week

CallersHigh

Peak

Week

CallersHighHigh

Voice

toSegment

5Segment

6Segment

7Segment

8High

Data

UsageFixed

line

callersHigh

Voice

UsageHigh

Voice

UsageHigh

Local

CallersHigh

VoiceHigh

Voice

to

MobileLate

Night

CallersPeak

Week

CallersMorning

callersPeak

Week

CallersOff

peak

usersGeographic

Segmentation（地理分类）E.g.

Location

by

different

segments客户细分–数据挖掘方法决定用什麽标准去分组客户

eg.-VAS

behavior-

calling

time

usage&

include

in

the

data

mining

mart应用聚类技术去区分最优化的相似用户组高短信用户高国际呼叫用户高本地呼叫用户一般用户客户细分–聚类international好处能够容易地找到最有价值的客户分类能够容易地找到不同用户组之间重要的区别能够容易地注意到特征显著的客户客户细分–聚类So

howcan

SAS

help….Predictive

Churn

Analysis预测流失分析现有的客户有流失倾向

正在流失的客户的客户高中■高低■高中已经离开的客户流失成本客户挽留成功率N/AN/A最有效的流失–目标Learn

from

the

past,

and

be

able

to

predictwho

will

be

likely

tocancel

their

contractinthe

near

future.方法用已经离开和未离开的客户建立流失数据集市比较这两组人的行为去构建一组规则识别谁最可能离开应用对现有客户应用发现的规则,预测在将来一段时间内谁最有可能离开流失–方法流失–建立流失数据集市.

.

.

.

.

.

.

.

..

.

.

.

.

.

.

.

....①谁应该进入?...........................②哪些因素应该进入?.

..

.目标流失–建立数据集市①谁应该进入?current目标窗观察窗②哪些因素应该进入集市?人口统计学 AgeGenderGeo-region合约，账户Time

joined,

time

leftTariffPayment

method技术因素Type

of

handsetDropped

calls账单数据bill

last

months

ago使用数据

Time

spent

on

airCalls

to

international特征抽取Prop.

of

internationReduce

in

calls流失-建立挖掘集市流失–建立模型9600702852228522By

targeting

the

top

layer,

more

potential

churner

could

be

prevented

from

leaving流失–评估•Cross

Sell/Up

sell•升级／交叉销售Cross

sellingmodelling

can

be

done

to

help

identifypdt

and

event

based

cross

selling

opportunities.This

example

is

a

segment

and

product

clustering

from

Enterprise

Miner

which

shows

a

comparison

of

segment

5

to

all

the

other

segment

in

termsof

product

subscription.

As

you

can

see

internet

services

is

under

subscribed

insegment

5

when

compared

to

the

other

segments

and

opportunities

therefore

arise

to

cross

sell

the

service

to

the

segment.业务价值:识别产品升级/交叉销售的机会识别客户基于事件的教授机会,如合约到期等客户生命期事件,如生日,问候语等分析型CRM交叉销售建模预测产品/服务的相关性２种方法：列出每个产品／服务最感兴趣的客户每个客户最有可能购买的产品／服务交叉销售–数据挖掘方法１选择一个需要促销的产品／服务用购买或没有购买这种产品／服务的用户建立数据集市通过数据挖掘算法建立规则／逻辑应用将已发现的知识和规则应用到当前客户中去预测谁最有可能购买产品／服务交叉销售–数据挖掘方法１交叉销售–建立挖掘集市①了解谁已经购买，谁没有购买M

M+1

M+2M+3contract1contract1contract2contract1contract1contract1contract1contract2已经签约的客户没有签约的客户交叉销售–建立规则上网Registered

to

out

home

page?%

of

minutes

usedafter

10

pmOFFICETRAVELAreaof

Work0.24

0.28

0.310.55

0.65

0.680.850.880.91最不可能接受最有可能接受交叉销售–细分方法2理解产品/服务被客户购买的顺序通过关联算法配置产品的组合应用理解在套餐服务中哪些产品/服务对用户是最好的组合交叉销售–数据挖掘方法２交叉销售–建立规则Internet

AccessRoaming交叉销售–细分基于发现的规则，能够去细分客户Select

customer

with

“DUO”

&

“DATA”

but

not

“High

SpeedData”So

howcan

SAS

help….Credit

Scoring

Analysis信用计分分析❏对于先打电话后付费的客户,账单一定要在每个月结清❏

希望能够预测谁最有可能是拖欠的客户❏

不按时缴费的客户❏

将这些客户的清单交给客服中心或专门机构去催缴信用计分–背景介绍定义信用风险记分风险记分是一个用来评估客户风险级别的工具.它通过对客户评价为好、坏或是打分数的方式提供统计意义上的概率或可能性.最简单的方式，如记分卡，对一组特征属性，通过统计学的处理，预测客户是好的或是坏的.Due

to

increasing

competitive

pressures,

Telco’s

do

not

like

to

decline

any

applicants.

However,

at

the

same

time,

they

need

to

manage

their

riskin

order

to

be

profitable.

Acquiring

customers

is

very

expensive

–

reduction

of

losses

must

be

controlled

at

the

outset.

Here

is

how

Telco’sgenerallyutilise

credit

risk

mgmt

and

credit

scoring

:risk

based

decisioningto

ask

for

security

deposit

(for

post-paid),

and

setting

the

right

amount

based

on

expected

lossLimiting

international

call

access

to

most

riskier

customersIdentifying

and

channeling

high

risk

apps

to

pre-paid

serviceIdentify

and

dynamically

limit

phone

fraud

as

it

occurs

–

limit

losses.Set

risk

based

‘shadow

limit’

for

each

acct,

whereby

once

the

acct

hits

this

limit,

the

account

is

sent

for

reviewDecidingwhento

suspend

service

–

may

wait

longer

for

the

lowrisk

customer

(better

customer

relations),

but

shut

down

the

high

risk

one

faster.Prioritise

accts

for

collections

based

on

expected

recovery,

and

waitinglonger

to

collect

frombest

customers.Ranking

accts

in

collections

based

on

expected

recovery,

and

keepingeasier/highvalue

accts

in-house,

and

outsourcingthose

with

low

recoveryrates

–

MAXIMISE

INTERNAL

RECOVERIES

by

effectively

utilising

resourcesChanneling

‘high

risk

and

gray

area’

applications

and

collections

cases

to

more

experienced

staff,

while

giving

less

experienced

staff

the

lower

riskapps

and

collections

cases.Comparing

quality

of

business

received

–

use

to

negotiate

better

rates/service.信用记分–业务应用信用管理将高风险的后付费申请人改为预付费服务确定保证金是否允许国际呼叫停止服务收账管理区分收账管理模式识别收账行为方式识别案例交给外部收账机构收帐管理－定义拖欠人定义拖欠

30<=逾期付款拖欠模型-预测谁超过30天score

:

likely

to

be

late

for

more

than

30

days结账日期观察窗(3,6月)Action

time拖欠–再宽限期内仍不能付账的客户例如:宽限期30天逾期付款到期日宽限期102030年龄male

female性别拖欠率拖欠率Collection

Management

-

Data

Gathering

&

Data（收集数据和数据挖掘）·例如:暂停/拖欠历史(频率/金额)

支付模式(支付方法,平均愈期付款)人口统计学(年龄,性别,地区)

使用模式(白天,晚上,周末,工作日)平均使用合约时间距上次拖欠的月份❏

定义目标❏在8月消费的客户,需要在9月结清账单❏那些在10月份(1个月的宽限期)还没有付账的客户就是“坏客户”,否则就是“好客户❏换句话说,在一个月宽限期内没有付账的客户为坏客户.信用计分–建立挖掘集市年龄,性别在过去6个月逾期付款的总天数Days

of

suspension

during

the

last

6

months,if

any#of

months

past

since

last

suspension

,

ifany入网时间,this

month

billsRate

of

previous

month

bills

and

this

monthbillsRate

of

this

month

bill

and

average

bill

of

last6

monthRate

of

this

month

bill

and

average

bill

of

last信用计分

– 建立挖掘集市信用计分

– 建立模型98%好2%坏Days

ofsuspensionBurden

:this

Month

bill

/

age99%

好1%

坏Equal

to

096.5%好3.5%

坏Over

197.5%好2.5%坏<=593%好7%坏>1095%好5%坏<=10假设现在是11月.

拖欠分数可以应用在9月的账单,但直到10月还没有付账的用户

列出高风险分数并且在10月还没有付账的客户,送交客服部门模型可以每个月修改一次.例如重新调整参数的权重信用计分–业务运营So

howcan

SAS

help….Network

Utilization

Optimization

Analysis网络利用率优化分析Network

Capacity

Planning（网络容量规划）■■评估和管理过去或将来的网络投资To

monitor

current

traffic

in

order

to

ensure

optimalswitching

operation

and

constant

quality

of

service.Network

Traffic

Forecasting（网络流量预测）■For

Long

Term,

demand-oriented

expansion

of

telconetwork

and

network

nodesNetwork

Quality

Performance（网络运营质量）■Provides

analysis

to

ensure

and

maintain

high-levelQuality

of

Service

provided

to

the

Customers■Provides

analysis

on

the

number

of

Dropped

Calls

tomonitor

quality

of

service

provided

by

the

Network网络利用率优化So

howcan

SAS

help….Campaign

Management市场活动管理客户数据MarketResearchFinancialTransactionExtractTransformLoadingCleaningMatchingETL数据源Direct

MailEmailFaxService

countersSMS集成到多种渠道DATADATADATA开发客户智能CustomerSegmentationCustomer

ProfitabilityBehaviourial

modelingCross

selling

and

upselling

opportunitiesPredictive

modellingMarketingCustomer

DataInformationMartFile数据仓库建立客户的单一视图设计和开发活动MessageOffersService

levelsDelivery

channelPerformancemeasurementsCampaign

trial

andtestingLaunch

multiplecampaignsResponse

&

performancetracking

&

measurementsReporting

&

ROI管理和评价活动执行市场活动并总结学习市场营销管理n

定义活动识别目标客户n

设计活动和执行方案n

定义沟通渠道和优先次序n

定义活动响应的衡量标准并跟踪n

执行活动，性能报告按市场活动周期自动执行CRM

is

NOT

just

about

technology.

It

is

a

strategic

initiative---a

business

process

that

requires

alignment

of

a

company’semployees,

processes

and

technology---around

the

customer.

It

is

notassimple

as

buyingnewCRM

technology…the

technology

needs

tosupport

this

overall

strategic

initiative.There

are

many

definitions

of

CRM.

It

is

important

to

get

the

definition

right

for

YOUR

company.Here

are

charicteristics

generically

assoicated

with

CRM:Mass

to

IndividualSegmentation

of

the

customer

base

to

customise

products

and

services

around

the

different

needs

that

exist

to

give

amore

personalised

service.Product

to

customerShare

of

customer

becomes

important

not

just

individual

product

sales.

Emphasis

moving

toward

only

offering

the

products

of

most

interest.Nordstromsales

assistants

can

move

between

departments

with

customer

to

help.

Get

to

know

customer

types

not

products.Acquisition

to

RetentionRetention

also

important,

best

customers

must

be

recognised

for

their

contribution

to

the

company.

It

costs

a

lot

more

$

to

acquire

a

newcustomer

than

to

retain

and

growan

existingone.Function

to

experienceSales,

marketingand

service

seen

as

parts

of

the

customer

experience

and

less

as

individual

functionsCustomers

always

being

routed

to

the

same

call

centre

agent.Shareholders

tocustomersBetter

deals

for

customers

traditionally

meant

reduced

returns

for

shareholders.

But

now

customer

base

is

viewed

as

an

essential

asset

and

theright

investments

in

this

area

bringvalue

to

both

sides.Article

from"AmericanBanker"

which

says

that

Wall

Street

analysts

may

start

requiring

Customer

Relationship

Management

reporting

frombanks.CRM的好处Create

customer

and

prospect

profiles

（了解客户特征）Identify

the

most

profitable

customers（识别最有价值客户）

Discover

and

plan

how

to

communicate

with

customers（如何与客户沟通）Optimize

multi-channel

campaigns

（优化多渠道市场活动）Anticipate

and

drive

customer

needs（预测并推动客户需求）Retain

the

right

customers

and

get

more

of

them（保留正确客户）Minimize

credit

risk

（降低信用风险）Optimize

allocation

of

resources（优化分配资源）电信业的数据挖掘应用主题客户管理产品／服务管理财务管理Function-specificanalysisapplication*客户获取客户流失预测忠诚度管理产品组合交叉销售升级销售欺诈检测市场功能拖欠客户行为分析数据挖掘系统的体系结构Any

RDBMSAnyPlatform数据仓库服务器DATA

MININGSASEngineSAS/ConnectSAS/STATSAS/E-Miner

Server1.

Build

Mining

DB

2.

Process

Data

MiningIBMHPSUNNT数据挖掘服务器AccessData挖掘用户Control

MiningViewresultPCWin

98,WinW2KWin

NTSASEngineSAS/ConnectSAS/E-MinerClient挖掘用户PCWin

98,W2KWin

NTSASEngineSAS/ConnectSAS/E-MinerClientControl

MiningViewresult数据挖掘工具连续的过程结果呈现／应用访问和转换Sample 采样Explore 探索Modify

修改Model 建模Assess 评估数据挖掘方法论访问和转换Sample采样Explore探索Modify修改Model建模Assess评估结果呈现／应用数据挖掘方法论访问和转换Sample采样Explore探索Modify修改Model建模Assess评估结果呈现／应用数据挖掘方法论访问和转换Sample采样Explore探索Modify修改Model 建模Assess评估结果呈现／应用数据挖掘方法论访问和转换Sample采样Explore探索Modify修改Model 建模Assess评估结果呈现／应用数据挖掘方法论访问和转换Sample采样Explore探索Modify修改Model 建模Assess评估结果呈现／应用数据挖掘方法论以上叙述的是数据挖掘的基本流程。如图所示这一过程可能是要反复进行的。在反复过程中，不断的趋近事物的本质，不断的优化你的问题的解决方案。在各个行业SAS大量的成功实践证明了这一方法的强大威力。SAS的SEMMA方法论也一定能帮助你在数据挖掘中取得成功数据挖掘是一个反复的