Data-Driven Marketing: A 20-Minute Crash Course. Gürdal Ertek College of Business Abu Dhabi University, UAE Abu Dhabi Dubai Al Ain Al Dhafra

Transcription

1 Data-Driven Marketing: A 20-Minute Crash Course Gürdal Ertek College of Business Abu Dhabi University, UAE Abu Dhabi Dubai Al Ain Al Dhafra

2 IT in 21st Century Emerging information technologies (IT) shaping and transforming organizations, industries, and even nations include big data, data science and artificial intelligence, cyber security, virtual reality, cloud systems, distributed computing, mobile technologies, and RFID (radio frequency identification). 2

3 Source: What is Data Science? "Data science is the study of data and a data scientist is someone who solves problems by studying data. So pretty much, all science is data science." Siraj Raval 3

4 Who are involved in data science? Source: 4

5 How is data analyzed? Cross-industry standard process for data mining Source: 5

6 Speaker: Dr. Gurdal Ertek [Dr. Good News] Research & Teaching: Data Science & AI Project Management Supply Chain Management R&D Management ErtekProjects.com Publications Online Training 6

7 Abu Dhabi University College of Business Abu Dhabi Dubai Al Ain Al Dhafra 7

8 Outline Data Science Roles in Data Science How is Data Analyzed? Speaker Bio Lessons 1. Pivot Table Analysis 2. Clustering Similar Customers 3. Clustering Similar Products 4. Market Basket Analysis 5. Time Series Prediction Available Under: 8

9 LESSON 1 1 Pivot Table Analysis Available Under: 9

10 Source Data: Multinational Sales Transactions Source: 10

11 Planning the Pivot Table Analysis 11

12 Sample Pivot Tables 12

13 LESSON 2 2 Clustering Similar Customers Available Under: 13

14 Source Data: Pivot Table 14

15 Clustering Similar Products 15

16 Clustering Similar Customers 16

17 Customers in Each Cluster (with similar purchase patterns) Cluster 4 Cluster 5 17

18 Profiling Customer Clusters 18

19 LESSON 3 3 Clustering Similar Products Available Under: 19

20 Source Data: Weekly Sales of P1 P811 Source: 20

21 Clustering Similar Products

22 Clustering Similar Products 22

23 Products in Each Cluster (with similar sales patterns) Cluster 19 Cluster 20 Cluster 21 23

24 LESSON 4 4 Market Basket Analysis Available Under: 24

25 Association Mining for Market Basket Analysis Association Mining Very popular analytical method. Interpretable and actionable results. Patterns of "appearing together". Frequent itemsets Sets of items appearing together frequently. Association Rule [if A then B] If Item A is observed, Then Item B is also observed. 25

26 Association Mining for Market Basket Analysis S = frequency(a B) T Support: Fraction of transactions having both Item A and Item B. C = frequency(a B) frequency(a) Confidence: Conditional probability of observing Item B, given that Item A is observed. Association Rule [if A then B] If Item A is observed, Then Item B is also observed. 26

27 Source Data: Grocery Sales Transactions Source: 27

28 Association Mining 28

29 Association Rules IF THEN 29

30 Association Rule Graph 30

31 Filtering the Rules for an Item IF baking_powder THEN whole_milk other_vegetables whipped_sour_cream (with 52% confidence) (with 41% confidence) (with 26% confidence) 31

32 LESSON 5 5 Time Series Prediction Available Under: 32

33 Source Data: Grocery Sales Transactions 33

34 Time Series Prediction 34

35 Time Series Prediction 35

36 BONUS: LESSON 6 6 Chatbots Available Under: 36

37 Google DialogFlow 37

38 Google DialogFlow 38

39 Google DialogFlow 39

40 Google DialogFlow 40

41 Google DialogFlow 41

42 FINAL WORDS :) Available Under: 42

43 Lessons Learned 80% of project will be data engineering & preparation. "A Taxonomy of Dirty Data" filetype:pdf MS Excel (especially Pivot Table) is sufficient for many projects. Target visual analytics before machine learning. Start with free visual modeling software: Orange, RapidMiner. 43

44 Lessons Learned For big data, cloud computing is inevitable. SAP, IBM, Oracle, Microsoft, AWS, Google Digital marketing data is at least as valuable as ERP data. Junior Data Scientist = $100 for Udemy Courses + Free Kaggle datasets + 1,000 hours hard work 44

45 Data-Driven Marketing: A 20-Minute Crash Course Gürdal Ertek College of Business Abu Dhabi University, UAE Abu Dhabi Dubai Al Ain Al Dhafra

46 Acknowledgement 46

47 Available Under: