데이타마이닝을 利用한 CRM 事例硏究-A 패션 企業을 中心으로 -

Abstract

In this study, we proposed a method to be standing customers as the supporting system for theimprovement of fashion garment industry which was the marginal growth getting into full maturity ofmarket. As for the customer creation method of Fashion garment company is developing a marketingprogram to be standing customer as customer scoring to estimate a existing customers buying power,and figure out minimum fixed sales of company to use a future purchasing predict. This study was aresult of data from total sixty thousands data to be created for the 11 months from september. 2000 toJuly. 2001. The data is part of which the company leading the Korean fashion garment industry has a lotof a customer purchasing history data. But this study used only 48,845 refined purchased data todiscriminate from sixty thousands data and 21,496 customer case with the exception of overlappingpurchased data among of those. The software used to handle sixty thousands data was SAS e-miner. Asthe analysis process is put in to operation the analysis of the purchasing customers profile firstly, and thesecond come into basket analysis to consider the buying associations for Association goods, the thirdestimate the customer grade of Customer loyalty by 3 ways of logit regression analysis, decision tree,Artificial Neural Network. The result suggested a method to be estimate the customer loyalty as 3independent variables, 2 coefficients. The 3 independent variables are total purchasing amount,purchasing items per one purchase, payment amount by one purchasing item. The 2 coefficients areroyal and normal for customer segmentation. The result was that this model use a logit regressionanalysis was valid as the method to be estimate the customer loyalty.