Transforming massive data to pragmatic target marketing practice
Service Operations and Logistics, and Informatics（2013）
摘要
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.
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关键词
massive data transformation,cost-benefit analysis,computational linguistics,data mining methods,marketing strategy,strategic planning,statistical analysis,product value,customer services,marketing activities,marketing data processing,customer service,return on investment,pragmatic target marketing practice,data mining,massive data,customer loyalty solidification,home appliance manufacturer,customer intimacy,domestic appliances,marketing policy optimization,cost benefit analysis,feature extraction,geography,analysis of variance,association rules
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