Study Of Data Mart Application In Customer Relationship Management Of Mobile Data Services For The Telecom Operators

In recent years, the telecommunications industry has developed rapidly, the number of mobile phone subscribers was also in the growing, up to now, the mobile phone subscribers has exceeded 900 million. Especially, after January 7 2009, with the release of 3G licenses in China, the development of data services is bringing in the new spring, how to manage the subscribers in the network, how to develop the mobile data services fastly, this has becomed great opportunities and challenges for the three major telecom operators.Because the number of subscribers of the telecom carriers is enormous, and customer data is huge, but the in-depth research of data services target customer acquisition and customer relationship maintenance is not enough, how to develop and maintain the customer relationship of data services becomes the important topic faced by telecommunication operators. The rapid development of information management technology provides many supporting tools for telecom operators to manage the customer relationship, especially the concept and technology of data warehouse, data mart, business intelligence is very useful for telecom operators to management the huge users and customer relationship. Data warehouse and data mart technology can accommodate and manage massive data of users, and has a certain degree of business intelligence and analysis ability, can undertake business analysis and action prediction, this is a good technical support and management tools on the bottom for the telecom operators in developing and maintaining data services customer relationship.Based on’the theory of customer relationship management, combined with the model-of customer life cycle, this paper studies the key features of the four periods in customer relationship management, and how to use data warehouse, data mart in all phases of customer relationship management of mobile data services for telecom operators, discusses the the application method and application effect of data mart in the recognition stage, development stage, stable stage, and the degenerating stage of customer relationship about telecom data services, also studies the positive effectiveness of data mart, business intelligence, data warehouse for the relationship management of data services. Through the Precision-marketing Management Platform based on data warehouse and data mart, explain a case of customer relationship management for data service using data mart, study the role and effect of data mart in customer behavior analysis, business matching, channel matching, marketing opportunity matching.With the speed of development slow down, voice business tends to saturation or even decline, through the use of the management ideas and information technology such as data warehouse and data mart, the customer relationship management of huge data service subscribers becomes simple in the development and stability of data service subscribers. This can also help to promote the customer lifetime value of data service subscribers; it has important practical value and strategic significance, and provides important reference in the business operation support and customer relationship management for telecom operators.