MARKETING ANALYTICS

Unit 5

MBA/BBA/B.com / UGC Net

By
Retailing & Advertising Analysis
 Market Basket analysis:
Computing two way lift
• Market basket analysis is a data mining technique used by retailers to
increase sales by better understanding customer purchasing patterns.

• Lift: the probability of all of the items in a rule occurring

together (otherwise known as the support)
• Rule support and confidence are two measures of rule interestingness.
They respectively reflect the usefulness and certainty of discovered rules.
A support of 2% for Rule means that 2% of all the transactions under
analysis show that computer and antivirus software are purchased
together.
RFM Analysis
Allocating Retail Space
 Sales Resources : Identifying the sales to
marketing effort relationship & its modeling
Advertising Analysis: Measuring the
Effectiveness of Advertising
Pay per Click (PPC) Online Advertising