TDWI 2009 Europe - Munich, Germany
TDWI is the premier provider of in-depth, high-quality education and research in the business intelligence (BI) and data warehousing (DW) industry.
Join Andrew Cardno (Chief Technology Officer, BIS2) at this TDWI 2009 Europe workshop:
Market Basket Analysis in a World of GeoSpatial Interactions
Applying retail market basket analysis techniques to any company's product and service offerings may prove very beneficial. It has the potential of uncovering cross-selling opportunities, optimizing product mix and logistics, managing marketing incentives, and personalizing offers. This workshop covers the market basket analysis technique with examples and shows how the data warehouse and interaction data can be leveraged to build this important actionable information.
Part 1) Background to application of MBA
MBA can get very complex very quickly. Think about all of the combinations of items that may be purchased during a single transaction. Add to this other dimensions such as price, quantity and location and things become mind-boggling. That is why statistical algorithms are used to identify the patterns within the baskets. A common technique used is association rules. The result of this type of analysis forms an "if this, then that" statement. I will illustrate this with some familiar examples.
Part 2) Behavioral Segmentation techniques
The MBA becomes much more interesting when you step beyond the product analysis to bring in customer behavioral aspects, for example how to we use the frequency of phone calls, the volume of emails sent or other interactive aspects of the customer behavior. These interactive MBAs in the end provide an effective clustering of customers that combines both the purchasing patterns and the interaction patterns. The combination of interaction and purchasing gives far deeper and more precise segmentation results.
Part 3) Management of the GeoSpatial Data
A market basket results in clustering of interactions, these interactions often have a geospatial location. This section deals with the management, querying and visualization of geospatial data. It covers how the data warehouse can now be leveraged beyond financial analysis to make actionable changes at the point of interaction.
Part 4) Demographic Analysis
Once we have established an MBA how can we extend the use of the MBA by application of demographic information. This demographic information provides mechanisms to allow decisions on marketing treatments to be defined in a a precise and accurate way.
TDWI Europe.
The ability of corporations to deliver measurable and sustainable value through Business Intelligence solutions has finally becoming a reality. However, companies are still struggling to understand and implement best practices on both the business and technology fronts. This struggle is consistent across small, mid-sized and large businesses. The 9th European TDWI Conference will provide both business and technology professional's significant opportunities to learn and understand best practices across a wide verity of BI topics. With seven tracks of classes over the course of three days you will find training on every aspect of BI. This conference offers classes for all levels from beginners to the most experienced. Many English language classes recognize the international appeal of the conference and bring a line-up of internationally recognized experts such as Stephen Brobst, Mark Madsen, Barry Devlin, Mike Ferguson and Frank Buytendijk.
Find out more about TDWI Europe, Munich.