An online mall CRM model based on data mining

Abstract

For the past few years, some e-commerce enterprises such as Taobao, Jingdong had experienced rapid development, and some electronic malls had accumulated a large number of customer information and transaction data. In order to find the value customers and to retain customers, it was very necessary to use data mining technology for client segmentation. Combined with RFM and Analytic Hierarchy Process, a data mining model is used for Customer Relation Management in this paper. Under the guidance of domain experts, the disadvantage of data excessive fitting is overcome in the model for an online mall. The result is put into practice and the commercial effect is tangible.