DocumentCode :
3220185
Title :
Transforming massive data to pragmatic target marketing practice
Author :
Miao He ; Jinfeng Li ; Bing Shao ; Tao Qin ; Changrui Ren
Author_Institution :
IBM Res., Beijing, China
fYear :
2013
fDate :
28-30 July 2013
Firstpage :
408
Lastpage :
412
Abstract :
Marketing is all about the process of communicating the value of a product or service to customers in order to stimulate sales, while target marketing maximizes the return on investment into the marketing activities. We present a piece of practice to transform massive data into actionable insights and guidance using statistical analysis and data mining methods, which helps a leading home appliance manufacturer optimize its marketing strategy for increasing customer intimacy, solidifying customer loyalty, and most importantly, boosting the sales volume and profit.
Keywords :
computational linguistics; cost-benefit analysis; customer services; data mining; domestic appliances; marketing data processing; statistical analysis; strategic planning; customer intimacy; customer loyalty solidification; customer service; data mining methods; home appliance manufacturer; marketing activities; marketing strategy; massive data transformation; pragmatic target marketing practice; product value; return on investment; statistical analysis; Analysis of variance; Association rules; Feature extraction; Geography; Home appliances; Image color analysis; marketing policy optimization; massive data; statistical analysis;
fLanguage :
English
Publisher :
ieee
Conference_Titel :
Service Operations and Logistics, and Informatics (SOLI), 2013 IEEE International Conference on
Conference_Location :
Dongguan
Print_ISBN :
978-1-4799-0529-4
Type :
conf
DOI :
10.1109/SOLI.2013.6611449
Filename :
6611449
Link To Document :
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