DATA MINING ANALYSIS

Then, use this knowledge to develop the organization including to analyze the relation and also trend of any behavior to make decision effectively.

Data mining is the way to discover and analyze the large amount of information to find pattern or rule within this information.

The objectives of data mining

• Finding associations between data • Estimation the data • Finding sequential patterns • Developing classifications • Clustering like with like • Making prediction

Four steps of data mining

1. Business understanding• Hotel have to understand what kind of business we are

doing. In this case is about the hotel. We have to know the goal of hotel that is try to maintain the relationship of customer to be loyalty.

2.Data understanding• The hotel collect the initial data from the hotel data

base.3.Data preparation • Select data by keep the important information of

customer.

4.Modeling• Hotel have to select modeling technique which

are clustering and association rule.• Build model by clustering. The group of customer

into 4-8 groups. and association rule to find the relationship of service used and behavior of customer

• Evaluation• Deployment

How many groups did the hotel obtain from the data mining?

12 groups

Our group will choose Group 5 who comes with 2 peoplefrom East Asia, age 30-40 and they like to come duringsummer. They use Deluxe Room Twin for 1-2 nights (12,000-18,000). They use 1-2 services (฿2,000-10,000)

For the conditions;1. If customers use laundry service, they will use room service for

food.2. If customers use hotel transportation and laundry service, they

will use hotel spa.3. If customers use night club, they will use international restaurant

in hotel.4. If customers use Wi-Fi, they will use international restaurant in

hotel.

Our group will offer the promotions which are;1. We will offer 20% discount for spa service for those

book Deluxe Room with laundry service.2. We will offer 15% discount for customer’s word of

mouth by checking in the hotel, posting hotel picture with attractive caption and hash tag hotel name through social media.

3. We will offer comment box in front of the reception table or in hotel website and also answer customers’ question for 24-hour.

Presented by :Dek CRM group

Kwansuda U. 5413626 Duangpond K. 5511047 Chinnathip S. 5511228 Kunanya C. 5511640 Jarupa S. 5512050 Nopparat Y. 5513836 Paramee N. 5517801

Section 401