Marketing Department needs to create Targeted Mailing list.
What data do we need?
To create a Targeted mailing list – we’ll need a historical data-set of customer purchase history
What will we do with the data?
Based on the historical data-set, we’ll be able to find “patterns” in the past consumer behavior. E.g. A single male going to college living in Europe is likely to buy a bike. And the using these patterns – we would then classify NEW customers.
Technically, we’ll be using the classification method using the Microsoft’s decision Tree algorithm
In this case, since we want to predict the likelihood of buying a bike – our column to analyze is BikeBuyer
For the Demo, I am going to just leave it default. There are “optimization” steps that you can do but for the demo I am going to keep it super simple
Name the model:
The Model has been created!
STEP 2: Query the MODEL to predictthe likelihood of bike purchase of a new customer
Select the model:
Select the data:
Specify the columns that would be used in predicting the likelihood:
Add the column that will have the “predicted value”
And example of Data Mining Expressions (DMX):
For the demo, I am just going to add the column to the existing table:
Yay! Here’s our Targeted Mailing list – see the last column:
Screenshot 1
Screenshot 2:
Now what?
Marketers can now send “coupons” to ONLY those people who are most likely to buy a bike! And so that’s how you create a targeted mailing list using the Excel Data Mining add-in.
Lately, I have been talking to few business folks who do their own data analysis in excel (2010) and sometimes they run into the excel 2010 limit of 1 million rows. And so when I hear that, I talk about Power Pivot and I talk about what It can do and what it cannot and they are just amazed that there’s a FREE add-in that will help them crunch more than 1 million rows!
The Goal of this series is to recap the conversations that I’m having on social networks and I do not want my Blog readers to miss that. So Here is this week’s post:
“Without Stackoverflow, 50% of the developers cannot continue to be developers and without Google, 80% of the developers cannot even claim to be developers!”
5)
Status update: “I just worked on a SQL Server 2012 Master Data Services Tutorial where I learned how to 1) create a new Model 2) Use MDS Excel Add – In to load entities to the model 3) use Master data manager web app 4) add a new member via MDM web app 5) And create a subscription view to retrieve entity members. if you want to do learn that: search for “SQL Server 2012 Developer Training kit“. Awesome resource!”
Image Courtesy: From the webinar “How to Walk The Path from BI to Data Science: An interview with Michael Driscoll, data scientist and CEO of Metamarkets” – A global surge in Data
