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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Technology Dimension to Tweaking the Campaign Build Process

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

We looked at the business impacts of the build process and how every marketer needs to worry about it. Here’s a technical dimension to managing the campaign build process effectively, though as a solution it is challenging to implement unless you own the marketing platform lock, stock and barrel.

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