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<HTML> <HEAD> <!--SCRIPT LANGUAGE="JavaScript" SRC="http://a1835.g.akamai.net/f/1835/276/3h/www.netlibrary.com/include/js/dictionary_library.js"></SCRIPT> <SCRIPT LANGUAGE="JavaScript"> if (!opener){document.onkeyup=parent.turnBookPage;} </SCRIPT!--> <META HTTP-EQUIV="Cache-Control" CONTENT="no-cache"> <META HTTP-EQUIV="Pragma" CONTENT="no-cache"> <META HTTP-EQUIV="Expires" CONTENT="-1"><META http-equiv="Content-Type" content="text/html; charset=windows-1252"><SCRIPT>var PrevPage="Page_46";var NextPage="Page_48";var CurPage="Page_47";var PageOrder="59";</SCRIPT> <TITLE>Document</TITLE> </HEAD> <BODY BGCOLOR="#FFFFFF"><CENTER><TABLE BORDER=0 WIDTH=100% CELLPADDING=0><TR><TD ALIGN=CENTER> <TABLE BORDER=0 CELLPADDING=2 CELLSPACING=0 WIDTH=100%> <TR> <TD ALIGN=LEFT><A HREF='Page_46.html'>Previous</A></TD> <TD ALIGN=RIGHT><A HREF='Page_48.html'>Next</A></TD> </TR> </TABLE></TD></TR><TR><TD ALIGN=LEFT><P><A NAME='JUMPDEST_Page_47'/><A NAME='{1C0}'/><TABLE BORDER=0 CELLSPACING=0 CELLPADDING=0 WIDTH='100%'><TR><TD ALIGN=RIGHT><FONT FACE='Times New Roman, Times, Serif' SIZE=2 COLOR=#FF0000>Page 47</FONT></TD></TR></TABLE><A NAME='{1C1}'/><TABLE BORDER=0 CELLSPACING=0 CELLPADDING=0><TR> <TD ROWSPAN=5></TD> <TD COLSPAN=3 HEIGHT=12></TD> <TD ROWSPAN=5></TD></TR><TR> <TD COLSPAN=3></TD></TR><TR><TD></TD> <TD><FONT FACE='Times New Roman, Times, Serif' SIZE=3>gic planning, 49 percent for competitive intelligence, and 46 percent to increase their market share. A study by this research group entitled <I>Data Mining: Trends, Technology, and Implementation Imperatives</I> (1998) forecasted a growth in the area of data mining driven by database marketing. It cites such applications as customer retention and churn management; cross-selling and up-selling; campaign management; market, channel and pricing analysis; and customer segmentation analysis. The study warns, "The competitive advantage enjoyed by the technology elite that deployed data mining early on is certain to dissipate through the Year 2000. Driven by the need for customer-centric marketing, data mining technology is rapidly becoming mainstream. Information technology and marketing departments that don't stay on top of this trend will wake up to discover that their competitors have beaten them to the punch." The report goes on to state that data mining "provides companies extremely valuable insight that has, to date, been closely guarded as corporate stealth technology to protect competitive advantage." So far, the following have been the traditional applications of data mining technology by industry sectors:</FONT></TD><TD></TD></TR><TR> <TD COLSPAN=3></TD></TR><TR> <TD COLSPAN=3 HEIGHT=1></TD></TR></TABLE><A NAME='{1C2}'/><TABLE CELLPADDING=0 CELLSPACING=0 BORDER=0 WIDTH='100%'><TR><TD HEIGHT=12></TD></TR><TR><TD><TABLE CELLSPACING=0 WIDTH=611 CELLPADDING=5><TR><TD WIDTH=202 VALIGN=TOP><FONT FACE='Times New Roman, Times, Serif' SIZE=2>Retailers</FONT></TD><TD WIDTH=409 VALIGN=TOP><FONT FACE='Times New Roman, Times, Serif' SIZE=2>Database marketing, advertising effectiveness, inventory and category management.</FONT></TD></TR><TR><TD WIDTH=202 VALIGN=TOP><FONT FACE='Times New Roman, Times, Serif' SIZE=2>Banking and Insurance</FONT></TD><TD WIDTH=409 VALIGN=TOP><FONT FACE='Times New Roman, Times, Serif' SIZE=2>Financial modeling, fraud detection, market and industry profiling, database marketing, customer segmentation.</FONT></TD></TR><TR><TD WIDTH=202 VALIGN=TOP><FONT FACE='Times New Roman, Times, Serif' SIZE=2>Brokerage/Stock Exchange</FONT></TD><TD WIDTH=409 VALIGN=TOP><FONT FACE='Times New Roman, Times, Serif' SIZE=2>Financial modeling, fraud detection.</FONT></TD></TR><TR><TD WIDTH=202 VALIGN=TOP><FONT FACE='Times New Roman, Times, Serif' SIZE=2>Telecommunication</FONT></TD><TD WIDTH=409 VALIGN=TOP><FONT FACE='Times New Roman, Times, Serif' SIZE=2>Call detail record analysis, optimal use of capital equipment, targeted marketing.</FONT></TD></TR><TR><TD WIDTH=202 VALIGN=TOP><FONT FACE='Times New Roman, Times, Serif' SIZE=2>Government</FONT></TD><TD WIDTH=409 VALIGN=TOP><FONT FACE='Times New Roman, Times, Serif' SIZE=2>Collections, workload selection, fraud detection, logistics, and intelligence gathering.</FONT></TD></TR><TR><TD WIDTH=202 VALIGN=TOP><FONT FACE='Times New Roman, Times, Serif' SIZE=2>Manufacturing</FONT></TD><TD WIDTH=409 VALIGN=TOP><FONT FACE='Times New Roman, Times, Serif' SIZE=2>Production quality control, supply-chain and inventory control</FONT></TD></TR></TABLE></TD></TR></TABLE><BR><A NAME='{1C3}'/><TABLE BORDER=0 CELLSPACING=0 CELLPADDING=0><TR> <TD ROWSPAN=5></TD> <TD COLSPAN=3 HEIGHT=12></TD> <TD ROWSPAN=5></TD></TR><TR> <TD COLSPAN=3></TD></TR><TR><TD></TD> <TD><FONT FACE='Times New Roman, Times, Serif' SIZE=3>The study fails to examine the potential growth of data mining in the area of electronic retailing. Customer-centric marketing requires sophisticated data mining applications because it seeks to better understand customers in their totality, including their buying patterns, demographic, and psychographic trends, and other types of customer knowledge. Such marketing will clearly accelerate with the advent of electronic commerce and the dynamic and explosive growth of Internet-generated databases.</FONT><FONT FACE='Times New Roman, Times, Serif' SIZE=3 COLOR=#FFFF00><!-- break --></FONT></TD><TD></TD></TR><TR> <TD COLSPAN=3></TD></TR><TR> <TD COLSPAN=3 HEIGHT=1></TD></TR></TABLE><A NAME='{1C4}'/></FORM></P></TD></TR></TABLE><P><FONT SIZE=0 COLOR=WHITE></CENTER><A NAME="bottom"> </A><!-- netLibrary.com Copyright Notice --> </BODY></HTML>⌨️ 快捷键说明
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