Market Analysis and Management(1) WWhere are the data sources for analysis? Credit card transactions loyalty cards discount coupons customer complaint calls, plus(public) lifestyle studies ◆ Target marketing Find clusters of" customers who share the same characteristics: interest, income level, spending habits, etc Determine customer purchasing patterns over time Conversion of single to a joint bank account: marriage, etc o Cross-market analysis Associations/ Co-relations between product sales Prediction based on the association information17 Market Analysis and Management (1) Where are the data sources for analysis? ◼ Credit card transactions, loyalty cards, discount coupons, customer complaint calls, plus (public) lifestyle studies Target marketing ◼ Find clusters of “model” customers who share the same characteristics: interest, income level, spending habits, etc. Determine customer purchasing patterns over time ◼ Conversion of single to a joint bank account: marriage, etc. Cross-market analysis ◼ Associations/ co-relations between product sales ◼ Prediction based on the association information