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Cross-Selling Strategies in e-Marketing
1. Market Basket Analysis Correlation Matrix Factor Analysis 2. Profiling and Cloning Customers Automatic Cluster Detection 3. Targeting the Best Customers The Linkage between Product and Customer Classification – Automatic Interaction Detection 2019/4/29
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決策模式庫 Example Rules for Selecting Marketing and Advertising Objectives
Marketing Objectives IF product life cycle stage = introduction AND innovation type = discontinuous THEN marketing objective = stimulate primary demand IF brand usage = none THEN marketing objective = simulate brand trial IF current brand usage = some AND (brand switching = high OR product usage rate = fixed) THEN marketing objective =simulate repeat purchase/loyalty IF current brand usage = some AND brand switching =low AND product usage rate = variable THEN marketing objective = increase rate of brand usage 2019/4/29
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Advertising Objectives
IF marketing objective = simulate primary demand AND product purchase motivation direction = negative THEN ad objective = convey product category information IF marketing objective = simulate brand trial AND brand purchase motivation direction = positive THEN ad objective = convey brand image IF time of brand decision = at point of purchase AND package visibility = high AND package recognition = low THEN ad objective = increase brand recognition IF marketing objective = increase rate of brand usage AND new brand use = yes THEN ad objective = convey new brand uses 2019/4/29
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各類書籍之購買程度矩陣 2019/4/29
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各類書籍之購買程度矩陣 2019/4/29
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各類書籍之購買程度矩陣 2019/4/29
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決策模式庫 IF 性別=女 AND 年齡={31,40} AND 教育程度=專科 THEN 推薦書籍={室內設計,攝影}
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自動互動檢視法(AID)理論模式 自動互動檢視法(Automatic Interaction Detector)是Sonquist及Morgan於1963年所提出一種歸納性的(Inductive)的多變量統計分析方法。AID分析之基本原理是反覆的運用單一因子變異數分析(One-way ANOVA)之技術,以尋求一組預測變數及其次分類項(Categories)的組合,以此組合將原始樣本分割(Split)成若干互斥的次群體,使得這些群體之準則變數的平均值差異最大,而達到差異極大化之區隔目的。並且經由以樹狀圖表示的AID分析結果,研究者可以判定預測變數是否有互動關係存在,而有助於研究者設立準則變數與預測變數間最適的函數關係。 2019/4/29
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Automatic Interaction Detection
B:籃球,網球 C:慢跑,羽球 D:汰舊換新,過年 E:開學,逛街非計劃 因新廣告的影響 F:1200元以下 G:1201元以上 H:800元以下 I:801元以上 J:25~45歲 K:24歲以下,46歲 以上 E 購買預算 B 購買時機 H D 最常做的運動 A G C 購買預算 K F 年齡 J 2019/4/29
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