Marketing Research final poject
Marketing research
Final Project Report
Data mining for choosing the right place to advertise
Hamida Idrissi
Table of content
1. Introduction …………………………………………………………………….......2
2. Overview of data mining …………………………………………………………...2
2.1. What is data mining ………………………………………………………..3
2.2. The benefit of data mining and how information is obtained…………….3
3. Data mining and advertising ………………………………………………………4
3.1. How businesses choose the right place to advertise……………………….4
3.2. Data mining to choose the right place to advertise………………………..5
4. A case study: Victoria’s secret & Mallzee application…………………………...6
4.1. Example-1-: Victoria’s secret………………………………………………6
4.2. Example-2-: Mallzee applications………………………………………….7
5. Conclusion…………………………………………………………………………..8
6. References …………………………………………………………………………9
1. Introduction
Nowadays marketing and computer technologies provide huge possibilities for collecting and storing data from interviews, surveys and other sources. This could be precious information that can help to increase the ROI, improve customers relationship, reducing marketing campaigns cost…etc.
The changes in the marketing environment make customers behavior increasingly unstable and unpredictable which in turn makes marketing advertising difficult to plan. To deal with these changes in such environment, data mining techniques can detect and predict changes in customer behavior. This facilitates the process of building long-term and strong relationship between businesses and their customers. In addition, understanding customer’s behavior can support managers to choose the most effective way of advertising to reach those customers. That is why; data mining is very important technology.
In this report I will explain and give steps on how data mining used to choose the right place to advertise.
The reminder of the paper is organized as follows. Section 2, provides brief overview of data mining. In section 3 benefits of data
Final Project Report
Data mining for choosing the right place to advertise
Hamida Idrissi
Table of content
1. Introduction …………………………………………………………………….......2
2. Overview of data mining …………………………………………………………...2
2.1. What is data mining ………………………………………………………..3
2.2. The benefit of data mining and how information is obtained…………….3
3. Data mining and advertising ………………………………………………………4
3.1. How businesses choose the right place to advertise……………………….4
3.2. Data mining to choose the right place to advertise………………………..5
4. A case study: Victoria’s secret & Mallzee application…………………………...6
4.1. Example-1-: Victoria’s secret………………………………………………6
4.2. Example-2-: Mallzee applications………………………………………….7
5. Conclusion…………………………………………………………………………..8
6. References …………………………………………………………………………9
1. Introduction
Nowadays marketing and computer technologies provide huge possibilities for collecting and storing data from interviews, surveys and other sources. This could be precious information that can help to increase the ROI, improve customers relationship, reducing marketing campaigns cost…etc.
The changes in the marketing environment make customers behavior increasingly unstable and unpredictable which in turn makes marketing advertising difficult to plan. To deal with these changes in such environment, data mining techniques can detect and predict changes in customer behavior. This facilitates the process of building long-term and strong relationship between businesses and their customers. In addition, understanding customer’s behavior can support managers to choose the most effective way of advertising to reach those customers. That is why; data mining is very important technology.
In this report I will explain and give steps on how data mining used to choose the right place to advertise.
The reminder of the paper is organized as follows. Section 2, provides brief overview of data mining. In section 3 benefits of data
References: [1] “Mr Houssni: Marketing research class [2] “Data Mining: What is Data Mining?,” [Online Document] Available at: http://www.anderson.ucla.edu/faculty/jason.frand/teacher/technologies/palace/datamining.htm [3] “Data Mining,” [Online Document] Available at: http://www.sentient.nl/dataminframe.html [4] ”The data mining technique for marketing, sales, and relationship management; a book available at: http://197.14.51.10:81/pmb/GESTION2/MARKETING/Data%20Mining%20Techniques%20For%20Marketing%20Sales%20And%20Customer%20Relationship%20Management%202Ed.pdf