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数据挖掘是一种在大量数据中提取有用规则或者知识的过程,数据挖掘技术被誉为21世纪最重要的十大技术之一。电视直销是当前直复营销的一种很重要的形式,但是电视直销的成本非常高,如何降低电视直销的成本,提高用户转化率是所有采用电视直销的企业所共同关注的问题。本文采用了数据挖掘中的决策树技术,建立了面向电视直销的响应模型。并以此模型为基础,对电视直销的广告投放策略进行优化,有效降低了客单成本。
Data mining is a process of extracting useful rules or knowledge from a large amount of data. Data mining is one of the most important ten technologies in the 21st century. TV direct selling is a very important form of current direct marketing. However, the cost of direct selling is very high. How to reduce the cost of direct sales and increase the conversion rate of users are the common concerns of all TV direct selling companies. In this paper, we use the decision tree technology in data mining to establish a response model for TV direct sales. And based on this model, we optimize the advertising strategy of TV direct sales, which effectively reduces the cost of customer orders.