This document describes a study that used clustering techniques to segment customers of a retail chain into 5 groups based on their purchasing behavior. Decision trees were then used to characterize the customer profiles in each segment. Market basket analysis within each segment identified products that are commonly purchased together. The goal is to design customized promotions for specific customer segments to better satisfy their needs and improve loyalty. Future work includes evaluating the effectiveness of this proposed promotions method.
Understanding purchasing orientation is important for B2B companies and suppliers. The more complex the product/service exchange will result in higher degree of power balance and dependency in supplier relationships.
This presentation slides describe about the what value chain is and it also describes about the value chain map.
This slide explains how value chain helps in vietnam tea industry.
The series of slides are an Introduction to Logistics Functions. Logistics can be defined as the science of organizing the Distribution Function. The presentation also defines distribution management. It also talks about Porter’s value chain. This presentation is a Welingkar’s Distance Learning Division initiative.
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This is the second part and it covers the following principles of marketing (by Philiip Kolter) :
Product Life Cycle
Pricing Strategies
Types of Distribution Channels
Promotion Mix
Understanding purchasing orientation is important for B2B companies and suppliers. The more complex the product/service exchange will result in higher degree of power balance and dependency in supplier relationships.
This presentation slides describe about the what value chain is and it also describes about the value chain map.
This slide explains how value chain helps in vietnam tea industry.
The series of slides are an Introduction to Logistics Functions. Logistics can be defined as the science of organizing the Distribution Function. The presentation also defines distribution management. It also talks about Porter’s value chain. This presentation is a Welingkar’s Distance Learning Division initiative.
For more such innovative content on management studies, join WeSchool PGDM-DLP Program: http://bit.ly/DistMang
Join us on Facebook: http://www.facebook.com/welearnindia
Follow us on Twitter: https://twitter.com/WeLearnIndia
Read our latest blog at: http://welearnindia.wordpress.com
Subscribe to our Slideshare Channel: http://www.slideshare.net/welingkarDLP
This is the second part and it covers the following principles of marketing (by Philiip Kolter) :
Product Life Cycle
Pricing Strategies
Types of Distribution Channels
Promotion Mix
Marketing research is the careful and objective study of product design, markets, and such transfer activities as physical distribution and warehousing, advertising and sales management. these slides will not only discuss marketing research but it will discuss MIS and Consumer behaviour
In order to craft your value proposition, you need to make certain assumptions about your target market. It is important to validate these assumptions through market research techniques and analysis.
In this lecture, market research experts introduce the principles of market research and analysis, including analytical frameworks such as the PEST analysis and Porter’s Five Forces.
It’s important to understand the potential impact that a new disruptive technology might have on the marekt. The role of the Market Opportunity Analysis (MOA) is to help guide the process of better understanding of the most important market segments, how fast the opportuity is growing, what are the key sustainable differentiations and why are these important. Finally, the purpose of the MOA is to, on one hand, describe the key value propostions and to profile the most important use cases and how best to acquire customers.
We have prepared the following template which describes the MOA process and how outlines the factors for successfully growing market share. Our IRG MOA PowerPoint takes you through the key steps for learning about emerging market opportunities and using that learning to influence strategic decision making.
A conceptual framework to evaluate the impact of innovation platforms on agri...ILRI
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Towards a Unifying Process Framework for Services Knowledge Management
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Vi 1 Presentation Iess 2010 Thang Le Dinh Feb 18IESS
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Thang LE DINHUniversité du Québec à Trois-RivièresCanada
Thanh Thoa PHAM THIDublin City University, Ireland
Read| The latest issue of The Challenger is here! We are thrilled to announce that our school paper has qualified for the NATIONAL SCHOOLS PRESS CONFERENCE (NSPC) 2024. Thank you for your unwavering support and trust. Dive into the stories that made us stand out!
Biological screening of herbal drugs: Introduction and Need for
Phyto-Pharmacological Screening, New Strategies for evaluating
Natural Products, In vitro evaluation techniques for Antioxidants, Antimicrobial and Anticancer drugs. In vivo evaluation techniques
for Anti-inflammatory, Antiulcer, Anticancer, Wound healing, Antidiabetic, Hepatoprotective, Cardio protective, Diuretics and
Antifertility, Toxicity studies as per OECD guidelines
Embracing GenAI - A Strategic ImperativePeter Windle
Artificial Intelligence (AI) technologies such as Generative AI, Image Generators and Large Language Models have had a dramatic impact on teaching, learning and assessment over the past 18 months. The most immediate threat AI posed was to Academic Integrity with Higher Education Institutes (HEIs) focusing their efforts on combating the use of GenAI in assessment. Guidelines were developed for staff and students, policies put in place too. Innovative educators have forged paths in the use of Generative AI for teaching, learning and assessments leading to pockets of transformation springing up across HEIs, often with little or no top-down guidance, support or direction.
This Gasta posits a strategic approach to integrating AI into HEIs to prepare staff, students and the curriculum for an evolving world and workplace. We will highlight the advantages of working with these technologies beyond the realm of teaching, learning and assessment by considering prompt engineering skills, industry impact, curriculum changes, and the need for staff upskilling. In contrast, not engaging strategically with Generative AI poses risks, including falling behind peers, missed opportunities and failing to ensure our graduates remain employable. The rapid evolution of AI technologies necessitates a proactive and strategic approach if we are to remain relevant.
Operation “Blue Star” is the only event in the history of Independent India where the state went into war with its own people. Even after about 40 years it is not clear if it was culmination of states anger over people of the region, a political game of power or start of dictatorial chapter in the democratic setup.
The people of Punjab felt alienated from main stream due to denial of their just demands during a long democratic struggle since independence. As it happen all over the word, it led to militant struggle with great loss of lives of military, police and civilian personnel. Killing of Indira Gandhi and massacre of innocent Sikhs in Delhi and other India cities was also associated with this movement.
June 3, 2024 Anti-Semitism Letter Sent to MIT President Kornbluth and MIT Cor...Levi Shapiro
Letter from the Congress of the United States regarding Anti-Semitism sent June 3rd to MIT President Sally Kornbluth, MIT Corp Chair, Mark Gorenberg
Dear Dr. Kornbluth and Mr. Gorenberg,
The US House of Representatives is deeply concerned by ongoing and pervasive acts of antisemitic
harassment and intimidation at the Massachusetts Institute of Technology (MIT). Failing to act decisively to ensure a safe learning environment for all students would be a grave dereliction of your responsibilities as President of MIT and Chair of the MIT Corporation.
This Congress will not stand idly by and allow an environment hostile to Jewish students to persist. The House believes that your institution is in violation of Title VI of the Civil Rights Act, and the inability or
unwillingness to rectify this violation through action requires accountability.
Postsecondary education is a unique opportunity for students to learn and have their ideas and beliefs challenged. However, universities receiving hundreds of millions of federal funds annually have denied
students that opportunity and have been hijacked to become venues for the promotion of terrorism, antisemitic harassment and intimidation, unlawful encampments, and in some cases, assaults and riots.
The House of Representatives will not countenance the use of federal funds to indoctrinate students into hateful, antisemitic, anti-American supporters of terrorism. Investigations into campus antisemitism by the Committee on Education and the Workforce and the Committee on Ways and Means have been expanded into a Congress-wide probe across all relevant jurisdictions to address this national crisis. The undersigned Committees will conduct oversight into the use of federal funds at MIT and its learning environment under authorities granted to each Committee.
• The Committee on Education and the Workforce has been investigating your institution since December 7, 2023. The Committee has broad jurisdiction over postsecondary education, including its compliance with Title VI of the Civil Rights Act, campus safety concerns over disruptions to the learning environment, and the awarding of federal student aid under the Higher Education Act.
• The Committee on Oversight and Accountability is investigating the sources of funding and other support flowing to groups espousing pro-Hamas propaganda and engaged in antisemitic harassment and intimidation of students. The Committee on Oversight and Accountability is the principal oversight committee of the US House of Representatives and has broad authority to investigate “any matter” at “any time” under House Rule X.
• The Committee on Ways and Means has been investigating several universities since November 15, 2023, when the Committee held a hearing entitled From Ivory Towers to Dark Corners: Investigating the Nexus Between Antisemitism, Tax-Exempt Universities, and Terror Financing. The Committee followed the hearing with letters to those institutions on January 10, 202
How to Make a Field invisible in Odoo 17Celine George
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8. Vera Miguéis
vera.migueis@fe.up.pt
Ana Camanho
João Falcão e Cunha
acamanho@fe.up.pt
jfcunha@fe.up.pt
+351-91-254 1104
9. A service system is a configuration of
technology and organizational networks
designed to deliver services that satisfy
the needs, wants, or aspirations of
customers.
Firms, as service systems, need, want
and aspire to survive, prosper, grow
(sometimes also making profits ),
relying on customers for that.
10.
11. How can we use SSME Research in
order to help the firm and its
customers?
We are still in the way of finding the
answers…and also the right questions!
12. This work proposes a new method for promotions design,
informed by product associations observed in homogeneous
groups of customers.
The method is based on clustering techniques to segment
customers, and decision trees to characterize the segments
profile.
This analysis is followed by the identification of the products
usually purchased together by customers from each segment.
This enables regular customization of promotions to specific
groups of customers, having in mind improved satisfaction of their
needs, wants, and aspirations.
13. • Research motivation
• Literature review
– Segmentation
– Market basket analysis
• Methodology
• Case study
– Contextual setting
– Data
– Segmentation results
– Market basket analysis results
– Customer centered strategies
• Conclusions and future research
Contents
Contents
Mo5va5on
Literature
Methodology
Case
Study
Conclusion
13
14. • Evolution of marketing efforts in retailing companies
Few concerns about consumers
Competitors
proliferation
Need to keep customers
Time
Product centered strategies
Lifestyle
changes
Need to satisfy customer needs
Customer centered strategies
Contents
Contents
Mo5va5on
Literature
Methodology
Case
Study
Conclusion
14
15. Contents
Contents
Mo5va5on
Literature
Literature
Methodology
Case
Study
Conclusion
15
16. Classification Clustering
Association Forecasting
Visualization Regression
[Ngai et al (2009)]
Sequence Discovery
Contents
Contents
Mo5va5on
Literature
Literature
Methodology
Case
Study
Conclusion
16
17. • Market segmentation [Smith (1956)]
– Segmentation criteria:
• Geographic (initially)
• Demographic
• Volume of sales
• Perceived value for customers
• Lifestyle
• Psycographic
• Customer behaviour – inferred from transaction records available in large
databases, or surveys [e.g. Kiang et al. (2006), Min and Han(2005), Helsen and
Green (1991), Liu and Shih(2005)]
– In particular: Recency (date of the last purchase), Frequency and Monetary
(“RFM” model, [Bult and Wansbeek (1995)])
– Techniques for segmenting customers: Data mining clustering
Contents
Contents
Mo5va5on
Literature
Literature
Methodology
Case
Study
Conclusion
17
18. • Market Basket Analysis
– Applied to large databases (transactional)
– Application domains:
• Banking [e.g. Peacock (1998)]
• Telecommunication [e.g. Klenettinen (1999)]
• Web analysis [e.g. Tan and Kumar (2002)]
• Retailing [e.g. Chen et al. (2004)]
– Objectives:
• Cross-sales [e.g. Poel et al. (2004)]
• Product assortment [e.g. Brijs et al. (2004)]
Contents
Contents
Mo5va5on
Literature
Literature
Methodology
Case
Study
Conclusion
18
19. Customers segmentation K-means algorithm
Characterization of customers’ profile Decision tree
Market basket analysis (*) Apriori algorithm
(Agrawal and Srikant, 1994)
Design of customized promotions
Improvement of service levels
(*) market basket analysis within segments is very rare in the literature
Contents
Contents
Mo5va5on
Literature
Literature
Methodology
Case
Study
Conclusion
19
20. 14th February: Valentine’s Day ...
Enjoy Fine French Cuisine Alongside
Classic Opera with a Starter and Main
Course for Two People, plus a Glass of
Prossecco each at
Le Bel Canto Restaurant
20 / 29
21. • Chain of hypermarkets, supermarkets and small supermarkets;
• Two loyalty cards: approximately 80% of the purchases are done using
such cards.
• Two ways of segmentation:
– “Frequency and Monetary value” segmentation;
– Lifestyle segmentation;
• Customer segments are not used to differentiate customers in strategic
policies to promote loyalty:
– Discounts for specific products advertised in the store shelves and leaflets,
that are applicable to all customer with a loyalty card;
– Discounts on purchases done on selected days (percentual discount or
absolute discount on total value of purchases). These are applicable to
customers that present at the cash-point the discount coupon sent by mail;
– Discounts for specific products on selected days.
Contents
Contents
Mo5va5on
Literature
Literature
Methodology
Case
Study
Conclusion
Case
21
22. • Data available:
– Transactions for the last trimester of 2009
– Demographic information for each customer: residence postcode, city,
date of birth, gender, number of persons in the household
• Data analysed:
– Customers whose average amount of money spent per purchase was
up to 500€
– Customers whose average number of purchases per month is up to the
mean plus three standard deviations (11.7 visits per month)
» 2.142.439 customers
» 16.341.068 shopping baskets
Contents
Contents
Mo5va5on
Literature
Literature
Methodology
Case
Study
Conclusion
Case
22
23. • Segmentation variables:
– Average number of purchases made per month
– Average amount of money spent per purchase
• 5 clusters defined according to DB index and elbow curve
1.2
0.54
Davies Bouldin Elbow Curve
1
0.538
SumOfSquares/k
0.536
DB index
0.8
0.534
0.532 0.6
0.53
0.528 0.4
0.526
0.2
0.524
0.522 0
-1 1 3 5 7 9 11 0 2 4 6 8 10 12
Number of clusters (k) Number of clusters (k)
Contents
Contents
Mo5va5on
Literature
Literature
Methodology
Case
Study
Conclusion
Case
23
24. #Customers (%)
37%
27%
20%
8%
8%
Contents
Contents
Mo5va5on
Literature
Literature
Methodology
Case
Study
Conclusion
Case
24
25. • Clusters’ profile:
Avg.#
purchases
per
month
≤3.2 >3.2 >6.2
Avg.
Amount
money
spent
per
purchase
≤135.9 >135.9
Avg.#
purchases
per
month
≤1.5 >1.5
Contents
Contents
Mo5va5on
Literature
Literature
Methodology
Case
Study
Conclusion
Case
25
26. Contents
Contents
Mo5va5on
Literature
Literature
Methodology
Case
Study
Conclusion
Case
26
27. • Transactions were aggregated by customer
• The products were aggregated by subcategory
– Examples of rules obtained:
Cluster 4
Antecedent
Consequent
Hair Conditioner Shampoo
Tomatoes Vegetables for salad
Sliced ham Flemish cheese
Cabbage Vegetables for soup
Pears Apples
Contents
Contents
Mo5va5on
Literature
Literature
Methodology
Case
Study
Conclusion
Case
27
28. • Customer development:
– The company may issue a discount voucher at the PoS that
advertises a consequent product of the association rule, which
was not recently bought by the customer who bought the
corresponding antecedent product.
• Examples:
– In Cluster 4:
» Discount shampoo to customers that have bought
conditioner but did not buy shampoo.
» Discount vegetables for salad to customers that have
bought tomatoes but did not buy vegetables for salad.
Contents
Contents
Mo5va5on
Literature
Literature
Methodology
Case
Study
Conclusion
Case
28
29. This work proposes a new method for promotions design,
informed by product associations observed in homogeneous
groups of customers.
The method is based on clustering techniques to segment
customers, and decision trees to characterize the segments
profile.
This analysis is followed by the identification of the products
usually purchased together by customers from each segment.
This enables regular customization of promotions to specific
groups of customers, aiming at improved satisfaction of their
needs, wants, and aspirations.
30. • Data mining allows to find natural clusters of clients on large
retailing databases, by means of customer behaviour segmentation.
• Decision trees enable discovering the rules characterizing customer
segments.
• Market basket analysis within segments seems to show good
potential to support the design of customized promotions and
consequently the provision of better service to customers.
• In the future, we intend to interview panel customers belonging to
each cluster, in order to see if they consider that the service levels
are improving or can be improved.
• We also intend to monitor the evolution of the results of the
satisfaction surveys.
Contents
Contents
Mo5va5on
Literature
Literature
Methodology
Case
Study
Conclusion
Case
Conclusion
30
31. • What are the adequate promotions to improve service
levels?
• Are derived association rules more relevant than
creativity to design promotions?
• What “level” of segmentation should be used? No
segmentation? The one proposed here? Individual
segmentation?
• How important is it to listen to customers, in each
segment, and individually?
• …?
Contents
Contents
Mo5va5on
Literature
Literature
Methodology
Case
Study
Conclusion
Case
Conclusion
31