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1 56. CRM 1. CRM,, CRM. CRM.. CRM, CRM. CRM,. CRM, < -1>.

2 CRM 57 < -1> CRM CRM, CRM CRM (DW) CRM CRM DB CRM TFT CRM CRM CRM DB, DB,, DB CRM CRM CRM, CRM, 11 - : CRM online,, CRM, , / CRM CRM.

3 58 (CRM)., CRM/ DW. 1) CRMCRM.,,.,.,.,,., ().,,,.,,,, (CRM). 2) CRM <-1> ,,,

4 CRM 59. < -1> CRM () D W , CRM DB DW DW DBM, CRM,,. / DB

5 60 (Data Transform ation) (OLAP) - (2,500 ) - () - - (Data Mining) - (retention) - (scoring) (Perform ance Tunin g), CRM 15,,,. (15) Minin g CM (Cam p aign Managem ent), CRM ,.

6 CRM 61 - DW (2000.3, ) - DW (99.2 5) - DW (99.2 9) - 150GB350GB ) CRM., DB CRM, CRM, CRM. CRM., CRM,,,. CRM.,., (Call-Center Agent),.,,.,.,,.

7 62 < -2> C RM() / S c o ring / (CM) OLAP (: 300) score /score CM Data Mining (: 90) 4). - (E-DW) - - (EC) -,., Data Mart.,. CRM

8 CRM 63 CM (Cam p aign Managem ent),,, (, )., (EC).,.,.,,,. 5) CRM (cross selling), (retention). (cross selling). 2,

9 64 WHO MODELS? WHICH MODELS 2? , 2. <Ex> ( ) 0.34 (23-35 ) 0.51 ( ) 0.39 () 0.21 ( )() -, - -,.

10 CRM 65 <Ex> : : 70xxxx-xxxxxxx ****** 62xxxx-xxxxxxx ****** 83xxxx-xxxxxxx ****** 65xxxx-xxxxxxx ****** 62xxxx-xxxxxxx ****** 74xxxx-xxxxxxx ****** 69xxxx-xxxxxxx ****** 67xxxx-xxxxxxx ****** (retention).,,. -,, <Ex> () / % 67.36% % 62.38% % 65.27% % 58.38% % 55.48% % 53.18% -,

11 66 <Ex> ( ) % % % 18.63% % 20.81% % 20.19% % 22.27% % 22.68% % 21.31% -, <Ex> ( ) / 1 / / / % 27.50% 31.58% % 13.88% % 10.51% 26.16% % 14.40% % 18.75% 20.00% 15.14% 17.46% % 13.74% 22.48% 16.34% 19.80% % 19.72% 27.68% 19.74% 24.18% % 15.00% 32.59% 28.30% 30.11% % 20.41% 40.00% 37.50% 19.23%,. <Ex> - : (),, - : 30, - : 30, /.

12 CRM CRM.. (CRM),.,, CRM., CRM., CRM.., CRM.., 7).,,,,., 7), CRM,

13 68., TM, DM,.,.,,., ITDB., CRM.,, 8). CRM, (1 ),, CRM. CRM,,,., CRM 9) CRM - CRM 8), CRM Marketing,, ), CRM,

14 CRM 69 - CRM CRM,.,..,,,..

15 70 < -2> C RM CRM - CRM CRM CRM - :, CRM, , p CRM CRM., CRM,,. Insight Technology Grou p 10), CRM,,

16 CRM 71. < -3> C RM 25% 35% 2% 20% 42% : Insight Technology Group ( ), CRM, , CRM,.,,., CRM,,.,.. 10) ( ), CRM,

17 72,,. < -3> CRM ( ) , e : 234,. CRM, 1. CRM., CRM,,,,.

18 CRM 73 < -4> CRM ( ) : 234,. <-3>CRM 20%.. CRM 1 1,,. CRM,.

19 74 < -5> CRM ( ) : 234,. CRM.,,,. CRM.

20 CRM 75 < -6> CRM ( ) : 234,.

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