tailieunhanh - Description Data Mining Techniques For Marketing_7

phân tích kết nối có thể áp dụng các khái niệm được tạo ra bằng cách trực quan để tập hợp lớn hơn của khách hàng. Ví dụ, một khuấy giảm chương trình có thể tránh được nhắm mục tiêu khách hàng có quán tính cao hoặc có chắc chắn để nhắm mục tiêu khách hàng với ảnh hưởng cao. | 346 Chapter 10 Second link analysis can apply the concepts generated by visualization to larger sets of customers. For instance a churn reduction program might avoid targeting customers who have high inertia or be sure to target customers with high influence. This requires traversing the call graph to calculate the inertia or influence for all customers. Such derived characteristics can play an important role in marketing efforts. Different marketing programs might suggest looking for other features in the call graph. For instance perhaps the ability to place a conference call would be desirable but who would be the best prospects One idea would be to look for groups of customers that all call each other. Stated as a graph problem this group is a fully connected subgraph. In the telephone industry these subgraphs are called communities of interest. A community of interest may represent a group of customers who would be interested in the ability to place conference calls. Lessons Learned Link analysis is an application of the mathematical field of graph theory. As a data mining technique link analysis has several strengths It capitalizes on relationships. It is useful for visualization. It creates derived characteristics that can be used for further mining. Some data and data mining problems naturally involve links. As the two case studies about telephone data show link analysis is very useful for telecommunications a telephone call is a link between two people. Opportunities for link analysis are most obvious in fields where the links are obvious such as telephony transportation and the World Wide Web. Link analysis is also appropriate in other areas where the connections do not have such a clear manifestation such as physician referral patterns retail sales data and forensic analysis for crimes. Links are a very natural way to visualize some types of data. Direct visualization of the links can be a big aid to knowledge discovery. Even when automated patterns are .