27,435 research outputs found
Market basket analysis : trend analysis of association rules in different time periods
Dissertation presented as the partial requirement for obtaining a Master's degree in Statistics and Information Management, specialization in Marketing Research e CRMMarket basket analysis (i.e. Data mining technique in the field of marketing) is the method to find
the associations between the items / item sets and based on those associations we can analyze the
consumer behavior. In this research we have presented the variability of time, because with the
change in time the habits or behavior of the customer also changes. For example, people wear
warm clothes in winter and light clothes in summer. Similarly, customers purchase behavior also
changes with the change in time. We study the problem of discovering association rules that
display regular cyclic variation over time. This problem will allow us to access the changing trends
in the purchase behavior of customers in a retail market, and we will be able to analyze the results
which will display the changing trends of the association rules. In this research we will study the
interaction between association rules and time. We worked on transactional data of a Belgian retail
company and analyzed the results which will help the company to build up time period specific
marketing strategies, promotional strategies, etc. to increase the profit of their company
DATA MINING: A SEGMENTATION ANALYSIS OF U.S. GROCERY SHOPPERS
Consumers make choices about where to shop based on their preferences for a shopping environment and experience as well as the selection of products at a particular store. This study illustrates how retail firms and marketing analysts can utilize data mining techniques to better understand customer profiles and behavior. Among the key areas where data mining can produce new knowledge is the segmentation of customer data bases according to demographics, buying patterns, geographics, attitudes, and other variables. This paper builds profiles of grocery shoppers based on their preferences for 33 retail grocery store characteristics. The data are from a representative, nationwide sample of 900 supermarket shoppers collected in 1999. Six customer profiles are found to exist, including (1) "Time Pressed Meat Eaters", (2) "Back to Nature Shoppers", (3) "Discriminating Leisure Shoppers", (4) "No Nonsense Shoppers", (5) "The One Stop Socialites", and (6) "Middle of the Road Shoppers". Each of the customer profiles is described with respect to the underlying demographics and income. Consumer shopping segments cut across most demographic groups but are somewhat correlated with income. Hierarchical lists of preferences reveal that low price is not among the top five most important store characteristics. Experience and preferences for internet shopping shows that of the 44% who have access to the internet, only 3% had used it to order food.Consumer/Household Economics, Food Consumption/Nutrition/Food Safety,
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Data Mining for Shopping Centres – Customer Knowledge-Management Framework
Shopping centers are an important part of the UK economy and have been the subject of considerable research. Relying on complex interdependencies between shoppers, retailers and owners, shopping centers are ideal for knowledge management study. Nevertheless, although retailers have been in the forefront of data mining, little has been written on Customer Knowledge Management for shopping centers. In this chapter, the authors aim to demonstrate the possibilities and draw attention to the possible implications of improving customer satisfaction. Aspects of customer knowledge management for shopping centers are considered using analogies drawn from an exploratory questionnaire survey. The objectives of a Customer Knowledge Management system could include increasing rental incomes and bringing new life back into shopping centers and towns
Application of artificial neural network in market segmentation: A review on recent trends
Despite the significance of Artificial Neural Network (ANN) algorithm to
market segmentation, there is a need of a comprehensive literature review and a
classification system for it towards identification of future trend of market
segmentation research. The present work is the first identifiable academic
literature review of the application of neural network based techniques to
segmentation. Our study has provided an academic database of literature between
the periods of 2000-2010 and proposed a classification scheme for the articles.
One thousands (1000) articles have been identified, and around 100 relevant
selected articles have been subsequently reviewed and classified based on the
major focus of each paper. Findings of this study indicated that the research
area of ANN based applications are receiving most research attention and self
organizing map based applications are second in position to be used in
segmentation. The commonly used models for market segmentation are data mining,
intelligent system etc. Our analysis furnishes a roadmap to guide future
research and aid knowledge accretion and establishment pertaining to the
application of ANN based techniques in market segmentation. Thus the present
work will significantly contribute to both the industry and academic research
in business and marketing as a sustainable valuable knowledge source of market
segmentation with the future trend of ANN application in segmentation.Comment: 24 pages, 7 figures,3 Table
Data Mining in Electronic Commerce
Modern business is rushing toward e-commerce. If the transition is done
properly, it enables better management, new services, lower transaction costs
and better customer relations. Success depends on skilled information
technologists, among whom are statisticians. This paper focuses on some of the
contributions that statisticians are making to help change the business world,
especially through the development and application of data mining methods. This
is a very large area, and the topics we cover are chosen to avoid overlap with
other papers in this special issue, as well as to respect the limitations of
our expertise. Inevitably, electronic commerce has raised and is raising fresh
research problems in a very wide range of statistical areas, and we try to
emphasize those challenges.Comment: Published at http://dx.doi.org/10.1214/088342306000000204 in the
Statistical Science (http://www.imstat.org/sts/) by the Institute of
Mathematical Statistics (http://www.imstat.org
Testing Interestingness Measures in Practice: A Large-Scale Analysis of Buying Patterns
Understanding customer buying patterns is of great interest to the retail
industry and has shown to benefit a wide variety of goals ranging from managing
stocks to implementing loyalty programs. Association rule mining is a common
technique for extracting correlations such as "people in the South of France
buy ros\'e wine" or "customers who buy pat\'e also buy salted butter and sour
bread." Unfortunately, sifting through a high number of buying patterns is not
useful in practice, because of the predominance of popular products in the top
rules. As a result, a number of "interestingness" measures (over 30) have been
proposed to rank rules. However, there is no agreement on which measures are
more appropriate for retail data. Moreover, since pattern mining algorithms
output thousands of association rules for each product, the ability for an
analyst to rely on ranking measures to identify the most interesting ones is
crucial. In this paper, we develop CAPA (Comparative Analysis of PAtterns), a
framework that provides analysts with the ability to compare the outcome of
interestingness measures applied to buying patterns in the retail industry. We
report on how we used CAPA to compare 34 measures applied to over 1,800 stores
of Intermarch\'e, one of the largest food retailers in France
Marketing relations and communication infrastructure development in the banking sector based on big data mining
Purpose: The article aims to study the methodological tools for applying the technologies of intellectual analysis of big data in the modern digital space, the further implementation of which can become the basis for the marketing relations concept implementation in the banking sector of the Russian Federation‘ economy. Structure/Methodology/Approach: For the marketing relations development in the banking sector in the digital economy, it seems necessary: firstly, to identify the opportunities and advantages of the big data mining in banking marketing; secondly, to identify the sources and methods of processing big data; thirdly, to study the examples of the big data mining successful use by Russian banks and to formulate the recommendations on the big data technologies implementation in the digital marketing banking strategy. Findings: The authors‘ analysis showed that big data technologies processing of open online and offline sources of information significantly increases the data amount available for intelligent analysis, as a result of which the interaction between the bank and the target client reaches a new level of partnership. Practical Implications: Conclusions and generalizations of the study can be applied in the practice of managing financial institutions. The results of the study can be used by bank management to form a digital marketing strategy for long-term communication. Originality/Value: The main contribution of this study is that the authors have identified the main directions of using big data in relationship marketing to generate additional profit, as well as the possibility of intellectual analysis of the client base, aimed at expanding the market share and retaining customers in the banking sector of the economy.peer-reviewe
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