A. collect customer information. The collection of customer information is the starting point and destination of customer information management. Various channels and means can be widely used to collect customer information, and the most effective is the large amount of information provided by online marketing. However, we can't ignore the role of traditional ways (such as telephone consultation and face-to-face conversation), which can be an effective supplement to the Internet and ensure the comprehensiveness of customer information.
B. extraction and migration of customer information. The extraction and migration of customer information is also the collection of customer information, but it does not directly face the customer, but uses the existing information for certain processing. Because the customer information required by different industries is very different, every enterprise has a lot of customer information for its own use. In order to realize the high efficiency of information use, it is necessary to implement a set of standards for the use of customer information among industries to maintain the consistency of information to the greatest extent.
Information extraction mechanism is based on customer information of different industries. It uses information filtering and information fuzzy retrieval technology to obtain the required customer information in the customer information base of other enterprises. Emphasize the similarity of customer information data of two enterprises, and realize information extraction from the perspective of * * * *. The information migration mechanism is to realize the sharing of customer information among different enterprises from the perspective of customer information as a whole. In the process of information transfer, we ignore subtle differences, emphasize overall consistency, and spend less energy to achieve greater results.
C. storage and integration of customer information. The storage and processing technology of customer information is the core technology of customer information management, and data warehouse technology plays an important role in it. Because customer information is huge data, in order to realize the convenient and efficient use of data, it is necessary to carefully choose the database to use. It is suggested to adopt a large-scale relational database management system with components of parallel processing and decision query optimization. Redundancy should be considered in the storage of customer information to avoid wasting a lot of effective space. The integration of customer information means that customer information data is stored in time or spatial order, and then stored in the database after a certain level of division. Users can use the integrated data for query and statistics, which can improve the operation efficiency.
D. design of customer information database. Customer information database is a computer information processing database based on family or individual. Different industries have different data units, the customer information database is updated frequently, and the data processing ability is gradually enhanced.
Principles for the use of indexes. Using indexes can improve the speed of index query, but it will reduce the performance of insert, delete and update operations. Due to the selection of appropriate filling factor and frequent updating of customer information database, smaller filling factor is also selected, leaving more free space between data pages and reducing the work of page segmentation and reorganization.
Consistency and integrity of data. In order to ensure the consistency and integrity of the database, the association between tables can be designed. This operation on parent table and child table will occupy system overhead; In order to improve the response time of the system, it is necessary to ensure a reasonable redundancy level.
Adjustment of database performance. When the computer hardware configuration and network design are determined, the factors that affect the system performance are database performance and client program design. The logical design of the database removes all redundant data and improves the throughput of the system. For the association query between tables, its performance will be reduced, and it will increase the programming difficulty of the client. Therefore, physical design should compromise the two.
Select the data type. The reasonable choice of data type has great influence on the performance and operation of database. In this database, we should pay attention to avoid using text and image fields. The advantage of date field is that there are many date functions to support it, but as a query condition, it will reduce the performance of the server.
E. analysis and realization of customer information. The analysis of customer information is the foothold of customer information database, which directly serves a series of other work of enterprises. Customer information analysis refers to extracting useful information from a large number of data, which can be mainly divided into direct information and indirect information. Direct information can be obtained directly from the data, with small value and small application scope. Indirect information is valuable information obtained through processing. The analysis process mainly includes basic information analysis, statistical analysis, trend analysis and correlation analysis. Basic information analysis is to use the basic information of customers to analyze the characteristics of the main customers of this enterprise or product, including age, gender, occupation, salary status, education, geographical location and so on. Statistical analysis is to make use of all information to make statistics and analysis on economic indicators such as sales, profits and costs of enterprises or products, including key account analysis and business process analysis. Trend analysis is to use the information of this enterprise and other enterprises in the same industry, combined with the overall operation of the national economy, to predict the long-term and short-term operating conditions of enterprises. Correlation analysis is to use customer information to analyze product information, market information and enterprise information, and comprehensively evaluate the operating conditions of enterprises and the proportion of supply and demand of products. The implementation of customer information management in network marketing mainly refers to the realization of customer information database. In the current environment, data warehouse technology is the mainstream technology used by enterprises in customer information database technology, and the realization of this technology also shows the development trend of contemporary customer information management system. The wide application of data warehouse customer information management system with data warehouse system as the core technology makes it possible to realize customer-centered personalized service in technology, which greatly affects the reform of enterprise business process and makes the organization develop in a "flat" direction.
Data warehouse is a subject-oriented, integrated, stable and different time data collection, which is used to support the decision-making process in enterprise management activities. Topic-oriented means that the information in the data warehouse is organized according to the data concerned by the enterprise (that is, the topic), which provides information for the information process of making decisions according to the topic; Integration means that the information in the data warehouse is not simply extracted from various business systems, but processed, summarized and sorted by the system to ensure that the information in the data warehouse is the comprehensive information of the whole enterprise; The information in the time-varying data warehouse is not about the enterprise at that time or at a certain moment, but systematically records the information of the enterprise from a certain moment in the past to the present, through which the development process and future trend of the enterprise can be quantitatively analyzed and predicted; Stability means that once a certain data enters the data warehouse, it will be kept for a long time in general, that is, there are a lot of insertion and query operations in the data warehouse, but few modification and deletion operations.
The characteristics of data warehouse can be described as a comprehensive information management system with prominent themes. It consists of source data, warehouse management and analysis tools. The data in the data warehouse comes from multiple data sources, including internal data of the enterprise and related data from outside. The source data in network marketing is mainly obtained from the practice of developing network marketing, including all kinds of information about customers that enterprises pay attention to. Warehouse management is to model data according to information requirements, extract, process and convert data from data sources to data warehouses, and determine the physical structure of data storage. This stage is the basis of customer information management, because a large number of source data have been preliminarily processed through warehouse management. Analytical tools refer to various information retrieval methods, online analysis methods and data mining methods needed to complete decision-making. This stage is aimed at the service of the enterprise's customer base, and it is in direct contact with customers, because the product planning of the enterprise is completed here. The data warehouse customer information system inherits all the methods of the previous information management system, and provides comprehensive and timely information service means for enterprises with its powerful data retrieval and analysis functions, which has become the mainstream of the development of customer information management system.
The application of customer information management in all aspects has shown great vitality. Especially in the case that enterprises need network marketing support to carry out business today, due to the complexity and diversity of network information, information management is urgently needed. Customer information management has become and will become an important part of the survival and success of enterprises.