Portals eNewsletters Web Seminars dataWarehouse.com DM Review Magazine
DM Review | Covering Business Intelligence, Integration & Analytics
   Covering Business Intelligence, Integration & Analytics Advanced Search

Resource Portals
Analytic Applications
Business Intelligence
Business Performance Management
Data Quality
Data Warehousing Basics
More Portals...


Information Center
DM Review Home
Online Conference & Expo
Web Seminars & Archives
Current Magazine Issue
Magazine Archives
Online Columnists
Ask the Experts
Industry News

General Resources
Industry Events Calendar
Vendor Listings
White Paper Library
Software Demo Lab

General Resources
About Us
Press Releases
Media Kit
Magazine Subscriptions
Editorial Calendar
Contact Us
Customer Service

Data Mining and Modeling: Why Who Buys What Matters

  Article published in DM Direct Newsletter
September 20, 2002 Issue
  By David S. Coppock

As we know, purchase patterns vary tremendously across customers. Nonetheless, there are often recurring patterns for products that are purchased together. A retail store is an example of where this occurs. If these purchase patterns are understood, they can provide valuable marketing opportunities.

Product affinity analysis is a set of methodologies that looks for groups of items that tend to be purchased by the same customers. Recommendations systems (including collaborative filtering) are a related set of methodologies that can identify likely purchases at the individual level based upon past purchasing patterns. I would like to provide some insight into how these can add value to marketing strategies. But rather than running through a litany of seemingly obscure data analysis methodologies, I will lay out the marketing actions and results that they can support. If these marketing actions seem relevant for your business, then the right methodology can be determined to support your objectives. Click here to read the complete article.

David Coppock has more than 20 years of experience in technical and strategic marketing positions. As senior vice president of Data Mining and Modeling at ANALYTICi he has implemented leading edge methodologies for targeting, segmentation and marketing strategy applications. He also led the Analytic Database Marketing Division at AT&T.; He holds a Ph.D. in economics from Yale University and can be contacted at dcoppock@patmedia.net.

Solutions Marketplace
Provided by IndustryBrains

OutlookSoft Business Intelligence & BPM Software
OutlookSoft is real-time, Microsoft-based business intelligence and BPM software that unifies query, reporting, analysis & OLAP with planning, budgeting, forecasting, consolidation, reporting & scorecarding. Free demo & white paper

Bowne Global - The Language Services You Need!
We are the leading provider of translation, technical writing, interpretation services & more! We enable you to deliver locally relevant & culturally connected products, services & communications anywhere in the world! Request more information today!

Reporting and Analysis for the Mid-Sized Company
Learn how Mid-Sized Companies can get the full benefits of Reporting and Analysis solutions--on a Mid-Sized IT budget.

See Enterprise Business Intelligence in Action
See how business intelligence can be used to solve real business problems with this live demo from Information Builders

Help Desk Software Co-Winners HelpSTAR and Remedy
Help Desk Technology's HelpSTAR and BMC Remedy have been declared co-winners in Windows IT Pro Readers' Choice Awards for 2004. Discover proven help desk best practices right out of the box.

Click here to advertise in this space

E-mail This Article E-Mail This Article
Printer Friendly Version Printer-Friendly Version
Related Content Related Content
Request Reprints Request Reprints
Site Map Terms of Use Privacy Policy

Thomson Media

2005 The Thomson Corporation and DMReview.com. All rights reserved.
Use, duplication, or sale of this service, or data contained herein, is strictly prohibited.