Market Basket Analysis – The other MBA

  • 15 Dec 2015
  • Posted by Sashindar Rajas...
  • 0 Comments

Meet Jim. Jim is looking to throw the ultimate birthday party for his 4 year old son and has quite a ‘to- do’ list for the party. Jim decides to kick off his party prep by logging on to his trusty ecommerce store and begins shopping, beginning with ingredients for the birthday cake.

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Building Marketing Campaigns using Association Analysis

  • 29 Jul 2015
  • Posted by Anand Sambasivam
  • 0 Comments

Association analysis – in the context of consumer product affinity, is also called Market Basket Analysis. It is an unsupervised algorithm – easier to comprehend if you understand the supervised model. Consider a case where the temperature and humidity in a particular location are given, you are trying

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Analytics 101 for the Marketer: Clustering and Customer Behavior(s)

  • 12 Jun 2015
  • Posted by Anand Sambasivam
  • 0 Comments

Clustering is the task of grouping a set of objects so that objects in the same group are more similar to each other than objects in another group.  Well, now that the formal definition is through, we can get down to brass tacks – just replace the term objects in the definition with “customers “ and we’ll be on our way.

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Operational Approach to Tweaking the Campaign Build Process

  • 18 May 2015
  • Posted by Anand Sambasivam
  • 0 Comments

Marketers need to comprehend that a cloud based marketing platform is enticing but SHARED across other customers of the ESP / MSP.  If their campaigns have a performance problem, you can bet your boots that your holiday / week end campaign gets hit as well.

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CMO Predictions for 2015

  • 07 Apr 2015
  • Posted by Anand Sambasivam
  • 0 Comments

With 2015 galloping forward, we have cumulated what we believe to be the most pertinent predictions for CMOs this year. These predictions have been curated from the most trusted minds across industries, viz. Forrester, IDC, marketingtechblog.com and marketingland.com, amongst others.

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