Info 202 Fall 2011

This article is about increasing the association of the personality of the customer with company’s
products to increase efficiency of marketing strategies. It gives 6 tips that
can be used to implement this association
and use data warehouse in a way that is not so common. Here’s how the process
works and how it cuts across so many topics of I202.

After gathering the data from the customers and storing it
in the data warehouse, form clusters of data based on income, age group etc. This
requires classification by dynamic clustering
since the categories are decided based on the values of the data received. There
may be many outliers in the data and a perfect classification algorithm may not
apply. In such cases, data selection
becomes important. One must keep the most useful data and reject the ones that
form a minority when analyzing the data or the ones that may not bring good
profits. After forming these categories, analyze the behavior of customers.
Keep the SCALE in mind. The audience which the creator has in mind while making
the product might not be the actual audience! Hence, group the product data
into each category based on categorical
scales. After this step, integrate
this data with other departments so as to have better analysis of customer
behavior patterns. This way, the company can come up with most optimal
marketing strategies.

 This procedure clearly has many IO and IR trade-offs. Can you
find them?