Data Warehouse And Data Mining In Crm Applications

With the development of information technology the rapid progress of internet-economy, the conventional commercial mode is changing radically. In many trades, more homogeneous are the products and service provided by diverse enterprise, more candescent is the competition among them, and at the same time the expectation of customers is being higher for quality, individuality and value. So the loyalty of customers is a significant factor and the foundation of enterprises' predominance. The appearance of CRM (Customer Relationship Management) based on the Data Warehouse technology becoming a key to the situation.First, this paper introduces the concept, history of CRM. Then it discusses the difficulty and possibility for CRM of retail trade and the framework of retail trade CRM. Next it explains the importance of Data Warehouse and Data Mining technology in the CRM.Second, this paper explicates the importance of Data Warehouse technology in CRM system according to the requirement of CRM and the predominance of Data Warehouse technology. Then, based on the key function of Customer Information Data Warehouse in the CRM system, it discusses the modeling construction and the OLAP-Oriented modeling construction for Customer Information Data Warehouse. And it shows the method to ETL (Extract Transform Load) data from operational Database to Data Warehouse.Third, this paper analyses the importance and method of the client Segmentation in CRM. And then it discusses the process of client segmenting with clustering arithmetic of Data Mining. And it also compares the several segmenting methods and makes a summary about client segmenting.