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Marketing Innovation - Mkt -7080-A01 - Understanding the Use of Data Mining in the Retail Industry

Autor:   •  May 24, 2016  •  Term Paper  •  6,852 Words (28 Pages)  •  400 Views

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Marketing Innovation- Mkt-7080-A01

Term Paper:

Understanding the use of Data Mining in the Retail Industry

Submitted by: Keya Gaglani

Student Id: 7783201

Table of Contents                                                                                Page

  1. Introduction                                                                                4

1.1. Marketing                                                                                5

1.2. Risk Management                                                                7

1.3. Fraud Detection                                                                        7

1.4. Customer Acquisition and Retention                                                7

  1. What is Data Mining                                                                        8

2.1. Clustering/Segmentation                                                                8

2.2. Visualization                                                                        9

2.3. Predictive Modeling                                                                9

2.4. Link Analysis                                                                        9

2.5. Deviation Detection                                                                10

2.6. Dependency Analysis                                                                10

2.7. Data Summarization                                                                10

  1. Uses of Data Mining in the Retail Industry                                                11

3.1. Optimization of Campaigns                                                        11

3.2. Cross and Up- Selling                                                                13

3.3. Assortment Optimization                                                                14

3.4. Price Optimization                                                                15

...

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