(Week 13) A05. Data Analysis Methods for CRM. Electronic Commerce Marketing
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1 (Week 13) A05. Data Analysis Methods for CRM Electronic Commerce Marketing Course Code: Course Name: Electronic Commerce Marketing Period: Autumn 2015 Lecturer: Prof. Dr. Sync Sangwon Lee Department: Information and Electronic Commerce University: WONKWANG WKU / Electronic Commerce Marketing / WKU-ECM-A05.pptx / Prof. Dr. SSL - IDEA+STEM+RF+FP+S+C+ LDV / p. 1 Contents 5.2. Data Mining for CRM WKU / Electronic Commerce Marketing / WKU-ECM-A05.pptx / Prof. Dr. SSL - IDEA+STEM+RF+FP+S+C+ LDV / p. 2 1
2 Roles of Marketing Statistics Methods for CRM Inducting problems and opportunities Testing marketing hypotheses Extracting targets for target marketing Summarizing & grouping data Decision making for classification Setting up CRM performance goals Monitoring operation process of CRM strategy Evaluating CRM performance accurately Investigating reasons of success or failure WKU / Electronic Commerce Marketing / WKU-ECM-A05.pptx / Prof. Dr. SSL - IDEA+STEM+RF+FP+S+C+ LDV / p Useful Marketing Statistics Methods for CRM Basic statistical analysis methods Descriptive statistics Mean Standard deviation Variance Median Mode Quartile Skewness Kurtosis WKU / Electronic Commerce Marketing / WKU-ECM-A05.pptx / Prof. Dr. SSL - IDEA+STEM+RF+FP+S+C+ LDV / p. 4 2
3 Basic statistical analysis methods (cont d) T-test Single sample t-test Independent sample t-test Paired sample t-test WKU / Electronic Commerce Marketing / WKU-ECM-A05.pptx / Prof. Dr. SSL - IDEA+STEM+RF+FP+S+C+ LDV / p. 5 Basic statistical analysis methods (cont d) Correlation analysis (viewpoint of data form) Pearson correlation Spearman rank-order correlation Chi-square analysis Correlation analysis (viewpoint of analysis usage) Simple correlation Multiple correlation Partial correlation WKU / Electronic Commerce Marketing / WKU-ECM-A05.pptx / Prof. Dr. SSL - IDEA+STEM+RF+FP+S+C+ LDV / p. 6 3
4 Causal relationship analysis methods Analysis of variance (ANOVA) One-way ANOVA Two-way ANOVA Multivariate ANOVA (MANOVA) WKU / Electronic Commerce Marketing / WKU-ECM-A05.pptx / Prof. Dr. SSL - IDEA+STEM+RF+FP+S+C+ LDV / p. 7 Causal relationship analysis methods (cont d) Factor analysis Exploratory factor analysis Confirmatory factor analysis WKU / Electronic Commerce Marketing / WKU-ECM-A05.pptx / Prof. Dr. SSL - IDEA+STEM+RF+FP+S+C+ LDV / p. 8 4
5 Causal relationship analysis methods (cont d) Regression analysis Simple regression Multiple regression Dummy-variable regression WKU / Electronic Commerce Marketing / WKU-ECM-A05.pptx / Prof. Dr. SSL - IDEA+STEM+RF+FP+S+C+ LDV / p. 9 Causal relationship analysis methods (cont d) Discriminant analysis WKU / Electronic Commerce Marketing / WKU-ECM-A05.pptx / Prof. Dr. SSL - IDEA+STEM+RF+FP+S+C+ LDV / p. 10 5
6 Other multivariate statistical analysis methods Clustering analysis Hierarchical clustering analysis Non-hierarchical clustering analysis WKU / Electronic Commerce Marketing / WKU-ECM-A05.pptx / Prof. Dr. SSL - IDEA+STEM+RF+FP+S+C+ LDV / p. 11 Other multivariate statistical analysis methods (cont d) Conjoint analysis WKU / Electronic Commerce Marketing / WKU-ECM-A05.pptx / Prof. Dr. SSL - IDEA+STEM+RF+FP+S+C+ LDV / p. 12 6
7 Other multivariate statistical analysis methods (cont d) Competitor positioning analysis Multidimensional scaling Correspondence analysis WKU / Electronic Commerce Marketing / WKU-ECM-A05.pptx / Prof. Dr. SSL - IDEA+STEM+RF+FP+S+C+ LDV / p. 13 7
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