Hello Everyone!
I have recently started working in a field of database marketing and faced a
couple of challenges.
As my first project, I did cluster analysis but found that I did not have
any benchmarks to compare the results to.
For example, when measuring the migration, what results are considered
reasonable? Or, when profiling, do you only look at the indexes or both
percentages and indexes should be considered when putting labels on the
clusters. I guess, what I am looking for, are some good references on this
topic as well as results of some similar analysis.
Currently, I am working on the analysis, which attempts to predict the
shopping behavior based on the former shopping behavior. Two techniques that
come to mind are the Market Basket and Cross Category Analysis. I would love
to get some information on references for this type of study as well.
I appreciate all of the input. Thanks a lot in advance.
Regina Malina
Statistician
R&D, Business Intelligence
The Loyalty Group
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