MarketBasketAnalysis.docx

MarketBasketAnalysis.docx - MIS 301 Introduction to...

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MIS 301: Introduction to Information Technology Management Last Name: Thai Zarate First Name: Jasmine Marla UT EID: JVT293 MDZ344 Canvas Assignment on Market Basket Analysis ( 100 points) DUE: November 15 th , 2016 Group Project : Two students per group Learning Objectives: Become familiar with market basket analysis using XLMiner. Be able to analyze market analysis result. Note: Please do not just mechanically run XLMiner, but make a sincere effort to understand what the results mean. The grading of this exercise will depend more on your discussion of the results, rather than the results themselves. Case: Catalog Cross Selling at Success, Inc. Success, Inc. is a catalog firm that sells products through a number of different catalogs. The catalogs fall into eight basic categories: (1) Clothing, (2) Housewares, (3) Automotive, (4) Personal Electronics, (5) Computers, (6) Garden, (7) Novelty Gift, (8) Jewelry. The costs of printing and distributing catalogs are significant. A serious problem is the cost of promoting products to people who may not wish to buy those products. Therefore, Success, Inc. wants to take every opportunity to use them effectively. One such opportunity is in cross selling – once a customer has “taken the bait” and purchased a product, try to sell him/her another while you have his/her attention. Such cross promotion might take the form of enclosing one or more catalogs in the shipment of a purchased product—or mailing them separately to someone who has purchased a product recently—in order to induce a new purchase from those catalogs. However, which catalogs should be sent? Success would like it to be an informed choice—sending a catalog that has a higher probability of inducing a purchase than simply choosing a catalog at random. Task 1: (20 points) Step 1. Download CatalogCrossSell.xlsx from Canvas. Each row of the “Data” worksheet represents a customer’s recent purchase activity—“1” indicates a purchase of the specific catalog and “0” indicates no purchase on the catalog.
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This homework help was uploaded on 12/12/2016 for the course MIS 301 taught by Professor Mccleod during the Fall '08 term at University of Texas.

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MarketBasketAnalysis.docx - MIS 301 Introduction to...

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