管理信息系统（英文版·第7版）戴维·克伦克-kroenke_emis7e_inppt_ce12.pptxVIP

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管理信息系统（英文版·第7版）戴维·克伦克-kroenke_emis7e_inppt_ce12.pptx

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Database MarketingChapter Extension 12 Study QuestionsCopyright ? 2017 Pearson Education, Inc.Q1: What is a database marketing opportunity?Q2: How does RFM analysis classify customers?Q3: How does market-basket analysis identify cross-selling opportunities?Q4: How do decision trees identify market segments? Owner of Carbon Creek Gardens Needs Database MarketingCopyright ? 2017 Pearson Education, Inc.As business grew, lost track of customersLost valuable customer and didnt know itHas lot of sales data, but needs system to:Store and track customersStore and track services provided to customersStore and report future scheduled services Database MarketingCopyright ? 2017 Pearson Education, Inc.Application of business intelligence systems to:Planning marketing programsExecuting marketing programsAssessing marketing programsDatabases and data mining techniques key components Q2: How Does RFM Analysis Classify Customers?Copyright ? 2017 Pearson Education, Inc.RecentlyFrequentlyMoney RFM Analysis Classifies CustomersCopyright ? 2017 Pearson Education, Inc. Q3: How Does Market-Basket Analysis Identify Cross-Selling Opportunities?Copyright ? 2017 Pearson Education, Inc. Unsupervised data mining methodStatistical methods to identify sales patterns in large volumes of dataProducts customers tend to buy togetherProbabilities of customer purchasesIdentify cross-selling opportunitiesHow many customers bought both fins and a mask? Market-Basket Example: Transactions = 400Copyright ? 2017 Pearson Education, Inc. Support: Probability that Two Items Will Be Bought TogetherCopyright ? 2017 Pearson Education, Inc.P(Fins and Masks) = 250/400, or 62%P(Fins and Weights) = 20/400, or 5% Confidence = Conditional Probability EstimateCopyright ? 2017 Pearson Education, Inc.Probability of buying Fins = 250 -- Probability of buying Mask = 270P(After buying Mask, then will buy Fins) -- Confidence = 250/270 or 92.6% Lift = Confidence ÷ Base ProbabilityCopyright ? 2017 Pearson Education, Inc.Li