tailieunhanh - John wiley sons data mining techniques for marketing sales_3

Cơ sở dữ liệu này bao gồm nhân khẩu học và tâm lý "đặc trưng của các vùng lân cận liên kết với các mã zip. Hai tập tin bổ sung có chứa thông tin về những người đã gửi lại thẻ đáp ứng hoặc gọi số điện thoại miễn phí để biết thêm thông tin. Liên kết các thẻ phản ứng lại các tập tin gửi thư ban đầu là đơn giản vì các tập tin thư chứa một khóa chín ký tự cho mỗi địa chỉ được in . | 40 Chapter 2 How Data Mining Was Applied As is often the case when the data to be mined is from several different sources the first challenge was to integrate data so that it could tell a consistent story. The Data The first file the mail file was a mailing list containing names and addresses of about a million people who had been sent the promotional mailing. This file contained very little information likely to be useful for selection. The mail file was appended with data based on zip codes from the commercially available PRIZM database. This database contains demographic and psychographic characterizations of the neighborhoods associated with the zip codes. Two additional files contained information on people who had sent back the response card or called the toll-free number for more information. Linking the response cards back to the original mailing file was simple because the mail file contained a nine-character key for each address that was printed on the response cards. Telephone responders presented more of a problem since their reported name and address might not exactly match their address in the database and there is no guarantee that the call even came from someone on the mailing list since the recipient may have passed the offer on to someone else. Of 1 000 003 people who were sent the mailing 32 904 responded by sending back a card and 16 453 responded by calling the toll-free number for a total initial response rate of 5 percent. The auto maker s primary interest of course was in the much smaller number of people who both responded to the mailing and bought the advertised car. These were to be found in a sales file obtained from the manufacturer that contained the names addresses and model purchased for all car buyers in the 3-month period following the mailing. An automated name-matching program with loosely set matching standards discovered around 22 000 apparent matches between people who bought cars and people who had received the mailing. Hand