Case Study 2—Deriving Customer Segmentation Measures from Transactional Data
In this case study we will examine point-of-sales data from a “ do-it-yourself” retail shop. We have a transaction history of sales with one row for each sale item. Additionally, we assume that each customer has a purchasing card so that we can match each purchase to a customer in order to analyze repeating sales events. These data are usually stored in a star schema (see Chapter 6 – Data Models) and are the basis for reporting tasks, either in relational or multidimensional form.
We will show how we can use the transactional ...