TNG HP MT S V D DNG CA KHAI THC DL TRONG KINH

DOANH
y l cc v d tham kho cho vic thc hin ni dung bi tp nhm. Sinh vin
khng s dng li cc v d ny lm bi.
1. Streamline (www.streamline.com), mt ca hng tp ho trc tuyn
Massachusetts, s dng khai thc m d liu tng lng bn hng clickthrough. Streamline nhm vo qung co tt da trn hng tp ho m khch hng
la chn. Nu mt khch hng ang xem tht gia cm, mt tt v cc nhi g c
th xut hin. C th xc nh mc tiu qung co da trn yu t nhn khu. Nu
h gia nh c n ng trn 18 tui v khch hng ang xem m phm dng
cho tm ra c th xut hin mt l nc hoa thoa sau khi co ru. Streanline
thy phng php ny lm tng t l click-through ln n 15% so vi t l trung
bnh ngnh kinh doanh cha c 2%. Bng cch kt hp kho hng, qung co
v mua hng trc tuyn, Streamline c th cung cp cho cc i tc qung cc ca
mnh cc s liu thng k c cha s lng khch hng xem qung co, s
khch hng click-through v s lng bn hng c pht sinh t mi
qung co. iu ny khng ch tng hiu qu ca qung co m cn cung cp cho
cc i tc qung co phn hi trc tip m h c th s dng ci tin qung
co v v tr ca chng. Ghi ch: click-through l mt cch nh gi s thnh
cng ca mt chin dch qung co trc tuyn. Click-through c xc nh bng
t l ngi dng click vo banner qung co trc tuyn trn mt trang web so vi
t l ngi dng xem n.(Ngun: wikipedia)
2. Etoys l mt v d v khai thc m d liu trc tuyn. www.etoys.com bn cc
chi trc tuyn. Trn web site ny, khch tham quan c th chn ''toy search'' (tm
chi). Bng cch s dng mt pull down menu, khch tham quan c th chn
cc tiu ch c bn nh tui ca a b, mc gi, v loi chi. Site kho hng
trc tuyn Etoys.com sau cung cp cho khch hng mt danh sch cc chi
p ng cc tiu ch ny, tit kim cho h thi gian, v s hi h khi phi n ca
hng chi mua qu cho con.
3. ng dng KTDL trong mng in thoi di dng
(http://www.tapchibcvt.gov.vn/News/PrintView.aspx?ID=17232)

- Yu cu bi ton : Nhn din c nhng c tnh ca khch hng v thng

qua c th a ra cc chnh sch chm sc khch hng thch hp da trn d
on hoc c mt chin lc tip th hiu qu.
- Loi d liu cn thu thp : chi tit cuc gi, thng tin cnh bo trnh trng ca
h thng mng vin thng v thng tin d liu v khch hng.
Mt vn kh ph bin cc cng ty vin thng hin l s thay i nh cung
cp dch v (customer churn) c bit vi cc cng ty in thoi di ng. y l
vn kh nghim trng nh hng n tc pht trin thu bao, cng nh
doanh thu ca cc nh cung cp dch v. Thi gian gn y cc nh cung cp dch
v di ng lun c chnh sch khuyn mi ln li ko khch hng. iu dn
n mt lng khng nh khch hng thng xuyn thay i nh cung cp
hng nhng chnh sch khuyn mi . K thut data mining hin nay c th
da trn d liu tin s tm ra cc quy lut, t c th tin on trc c

khch hng no c nh ri khi mng trc khi h thc hin. Da trn cc k

thut data mining nh cy quyt nh (decision tree), mng n ron nhn to
(neural nerwork) trn d liu cc (billing data), d liu chi tit cuc gi (call
detail data), d liu khch hng (customer data) tm ra cc quy lut m da trn
ta c th tin on trc nh ri khi mng ca khch hng, t cng ty
vin thng s c cc ng x ph hp nhm li ko khch hng. Cui cng, mt
ng dng cng rt ph bin l phn lp khch hng (classifying). Da vo k
thut data mining hc trn cy quyt nh (decision tree) trn d liu khch hng
v chi tit cuc gi c th tm ra cc lut phn loi khch hng. V d ta c th
phn bit c khch hng no thuc i tng kinh doanh hay nh ring da vo
cc lut sau :
Lut 1 : nu khng qu 43% cuc gi c thi gian t 0 n 10 giy v khng
n 13% cuc gi vo cui tun th l khch hng kinh doanh.
Lut 2 : Nu trong 2 thng c cc cuc gi n hu ht t 3 m vng ging
nhau v <56,6% cuc gi t 0-10 giy th c l khch hng nh ring.
Trn c s tm ra c cc lut tng t vy, ta d dng phn loi khch hng,
t c chnh sch phn khc th trng hp l.
(Tham kho t bi vit Mt s ng dng k thut khai ph d liu trong vin thng
trn trang www.uit.edu.vn/forum/index.php?act=Attach&type=post&id=53611
4. Tp an Unilever ,chuyn cung cp cc mt hng v thc phm tiu dng v
nhiu sn phm chm sc dng cho c nhn v gia nh, c rt nhiu sn phm
ni ting c ngi tiu dng Vit Nam bit n nh :Kem dng da Dove,du
gi u Sunsilk,Lightboy cng cc nhn hiu quen thuc khc nh
Knorr,Lipton,P/S,Viso v.v... hin ang chim lnh phn ln th trng Vit Nam
hin nay. c c kt qu nh vy, Unilever lin tc thu thp v thng tin
khch hng,t a ch c nhn ,tn h ,a ch n thi quen,cc lai sn phm hay
dng.Sau gi n 1 cng ty th 3 chuyn v khai thc d liu v phn tch,t
thc hin cc chin lc trong kinh doanh cng nh cc chng trnh khuyn
mi thch hp nhm em li hiu qu cao nht. Thng tin c khai thc t
Website
ca
i
din
tp
an
ti
Vit
Nam
http://www.vedepthucsu.com/privacy.asp
5. Khai thc tm l ca Khch hng
(http://www.lantabrand.com/cat1news308.html)
Cuc cnh tranh v gi din ra khc lit nht v ai cng cho rng tm l khch
hng thng b chi phi v tc ng mnh m nht bi gi c. Gim gi v
khuyn mi v th tr thnh thng l v buc cc i th cnh tranh nhau phi
theo di nhau rt cht ch kp thi ng ph bng cnh tranh gim gi v
khuyn mi.
Trong mt cng trnh nghin cu mi y, tp on t vn Mc Kinsey ch ra
thnh cng ca mt s tp on siu th c l do ch khai thc trit tm l
ca khch hng v nhng phng din khc ch khng ch n thun gi.
Khng phi khch hng no cng mua v gi r. Khng t khch hng sn sng
mua vi gi khng r v cho rng tin no ca ny.

Mc Kinsey khuyn cc siu th nn lm theo kinh nghim ca tp on Tesco ca

Anh. Tp on siu th ny rt thnh cng trong c cc mt hng gi thp, gi va
phi v gi cao v bn cnh gi, cn tp trung quan tm tho ng n trt t v
mt hng trong cc siu th trong phng chm phm vi mt hng nh (cng mt
mc gi), by bin khoa hc d nhn bit v mua bn, thanh ton nhanh.
Tesco dng kiu cch v mu sc bao b phn chia cc mt hng by bn trong
siu th thnh 3 loi: loi gi r, loi gi va v loi gi cao khch hng c th
d nhn bit. ng thi Tesco cn dn lun c gi bn ca cc i th cnh tranh
ca mnh cho cng mt hng ngay ti gi trng by khch hng c th so snh
vi gi bn ca Tesco gip cho khch hng c th quyt nh nhanh chng. Vic
thanh ton c t chc rt mau l, thi phc v chu o khin cho khch hng
c tm l rt thoi mi khi i mua hng, to cho khch hng c n tng l khng
u khc ngoi Tesco cc yu cu ring ca khch hng c quan tm n nh
vy.
Mc Kinsey cn ch ra mi lin h gia lng tin ca khch hng vo cht lng
hng ho v cht lng phc v ca cc tp on siu th thnh t mt hng gi
r vi xu hng tiu th ngy cng nhiu mt hng gi cao chnh cc siu th y.
S tin tng ca khch hng - theo Mc Kinsey - ng vai tr quyt nh v mt
khi to dng c lng tin y th cc siu th khng cn phi c rt nhiu hng
ho cng vn thu ht c khch hng v khch hng th do chi trong mt
cng vin hng ho nh cn hn lc vo m cung ca nh kho hng ho khng
l.