SQL Server Data Mining—Business Requirements

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Business Requirements

The high-level requirements to support the business objectives are as follows:

• Customer segmentation. The data warehouse already has excellent profiling information on customers that is obtained through a popular store loyalty card program. This information includes demographic profiles and detailed purchasing histories, because the customer's unique card number can be used to identify store transactions. However, the business also needs a profile of customers' online activities.

The main areas of interest are frequency, or how often the customer uses the Web site, and recency, or how much time has elapsed since they visited the site. There is already information in the data warehouse on the third area of interest, which is intensity, or how much money the customer is spending through the Internet channel.

When these Internet profiling attributes are available, customers can be segmented into groups with relatively similar behavior. Analysts can use the information for marketing purposes, such as producing lists of customers for direct mail campaigns, as well as performing further analysis using the attributes and groups that we identified.

• Online recommendations. They would like to add an online recommendations feature to the new DVD area of the Web site to drive additional profit per online transaction. When a customer adds a DVD to her shopping basket, she must be prompted with a short list of other titles that she may be interested in.The performance of this recommendation needs to be good because any delay in the responsiveness of the Web site has been shown to lead to more abandoned transactions. Also, the recommendation must include items sold through the physical stores as well as the Web site, because the stores currently make up the bulk of the sales.