Marketing Research final poject

Topics: Data mining, Marketing, Advertising Pages: 11 (1817 words) Published: February 14, 2015
Marketing research
Final Project Report
Data mining for choosing the right place to advertise

Hamida Idrissi

Table of content

1. Introduction …………………………………………………………………….......2

2. Overview of data mining …………………………………………………………...2

2.1. What is data mining ………………………………………………………..3

2.2. The benefit of data mining and how information is obtained…………….3

3. Data mining and advertising ………………………………………………………4

3.1. How businesses choose the right place to advertise……………………….4

3.2. Data mining to choose the right place to advertise………………………..5

4. A case study: Victoria’s secret & Mallzee application…………………………...6

4.1. Example-1-: Victoria’s secret………………………………………………6

4.2. Example-2-: Mallzee applications………………………………………….7

5. Conclusion…………………………………………………………………………..8

6. References …………………………………………………………………………9

1. Introduction
Nowadays marketing and computer technologies provide huge possibilities for collecting and storing data from interviews, surveys and other sources. This could be precious information that can help to increase the ROI, improve customers relationship, reducing marketing campaigns cost…etc. The changes in the marketing environment make customers behavior increasingly unstable and unpredictable which in turn makes marketing advertising difficult to plan. To deal with these changes in such environment, data mining techniques can detect and predict changes in customer behavior. This facilitates the process of building long-term and strong relationship between businesses and their customers. In addition, understanding customer’s behavior can support managers to choose the most effective way of advertising to reach those customers. That is why; data mining is very important technology. In this report I will explain and give steps on how data mining used to choose the right place to advertise. The reminder of the paper is organized as follows. Section 2, provides brief overview of data mining. In section 3 benefits of data mining. Section 4, I am going to explain how data mining used to choose the right place to advertise using examples. Finally we conclude the paper. 2. Overview of Data mining

2.1. What is data mining?
It is noted that the number of database keeps growing rapidly because of the availability of powerful and affordable database system. Millions of databases have been used in different field. This explosive growth in data and databases has generated need for new techniques and tools that can automatically transform the processed data into useful information and knowledge, which provide enterprises with competitive advantages, and enable them to better service and retain their customers. Data mining is the process of analyzing data from different perspective and summarizing it into useful information, information that can be used to increase revenue. Data mining software is one of a number of analytical tools for analyzing data. It allows users to analyze data from many different dimensions, categorized it, and summarizes the relationships identified. Technically, data mining is the process of finding patterns among different fields in large relational databases.

2.2. The benefit of data mining and how information is obtained Data mining can provide many types of advantages for companies to use in their daily activities. Data mining can be used to help identify a company’s best prospect and also helps in knowing what customers want and need. It will also help them to save money and time by concentrating their marketing activities only on those who are interested in their products. Therefore, their success in marketing increases. The Information is gathered from many different sources, which allows predicting what products customers will like. Data mining can also help companies to segment their markets and to personalize their communications between them. Wide varieties of customers require companies to take...
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