期刊名称：International Journal of Innovative Research in Computer and Communication Engineering
印刷版ISSN：2320-9798
电子版ISSN：2320-9801
出版年度：2018
卷号：6
期号：12
页码：9516-9522
DOI：10.15680/IJIRCCE.2018. 0612012
出版社：S&S Publications
摘要：Data mining is a technique to extract relevant information from the large pool of data sets generated in
different fields including business. The essence of Data mining usage in business applications is that it is useful in
identifying relevant information and knowledge which can be used for better decision making in business area. This
paper studies the use of data mining, as a tool, in understanding customer behaviour and CRM (Customer relationship
management) in Retail marketing which also happens to generate huge amount of data in its operations. Retailers can
make use of this data in order to segment customers and designing customer-centric marketing strategies for the target
market.
