9 Intra-Customer Analysis
The following recipes describe how to make the best of customer information whether in a data mart fed from a data warehouse or from a more ad hoc data source. Descriptive analytics can derive rich information. We consider the use of cluster analysis and association rules as well as decision trees, logistic regression and Self-Organising Maps (SOMs).
9.1 Recipe 10: To Find the Optimal Amount of Single Communication to Activate One Customer
This is a descriptive analytics problem. The data collected by the client will be used to find hidden relationships between the variables and the buying behaviour of the client. It is not so necessary to have fine detail in the variables that are likely to be of major importance when we are just looking at the general relationship between the variables and the buying behaviour. Therefore, the variables have been put through the binning process, and the descriptive analysis proceeds ...
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