HW3
Task1:
1. What is the rule with the highest confidence? Most lift?
2. Please comment on the usefulness of above identified rule?
3. What is the rule with the highest confidence? Most lift?
Task2:
CRISA is an Asian market research agency that specializes in tracking consumer purchase behavior in consumer goods. CRISA has two categories of clients: (1) advertising agencies that subscribe to the database services, obtain updated data every month, and use the data to advise their clients on advertising and promotion strategies: (2) and consumer goods manufacturers, which monitor their market share using the CRISA database.
CRISA has traditionally segment markets on the basis of purchaser demographics. It would now like to segment the market based on two key sets of variables more directly related to the purchase process and
and loyalty:
1. Purchase behavior (No. of Brands, Brand Runs, Total Volume, No. of Trans, Value, Trans / Brand Runs, Vol/Tran, Avg. Price Pur, Vol No Promo - %, Pur Vol Promo 6 %, Pur Vol Other Promo %)
2. Basis of purchase (Pr Cat 1, Pr Cat 2, Pr Cat 3, Pr Cat 4).
Doing so would allow CRISA to gain more information about what demographical attributes are associated with different purchase behaviors and degrees of
and loyaly, and thus deploy promotion budgets more effectively.
1.Describe the characteristics of the clusters formed.
2.Any business suggestions based on above characteristics.
The deliverable of this task includes the screen shots of the cluster profiles generated from SPSS Modeler and answers to above questions.