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Gürdal Ertek | College of Business | Abu Dhabi University, UAE
Abu Dhabi | Dubai | Al Ain | Al Dhafra
Data-Driven Marketing: A 20-Minute Crash Course
IT in 21st Century• Emerging information technologies (IT)
• shaping and transforming • organizations, • industries, and even • nations
• include• big data, • data science and artificial intelligence, • cyber security, • virtual reality,• cloud systems, • distributed computing, • mobile technologies, and • RFID (radio frequency identification). 2
• "Data science is the study of data and
• a data scientist is someone who solves problems by studying data.
• So pretty much, all science is data science."
Siraj Raval
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What is Data Science?
Sou
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Who are involved in data science?
Source: https://bit.ly/2GMA1cQ
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How is data analyzed?
Source: https://bit.ly/2J7u6gVCross-industry standard process for data mining
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▪Research & Teaching:▪ Data Science & AI▪ Project Management▪ Supply Chain Management▪ R&D Management
▪ErtekProjects.com▪ Publications▪ Online Training
▪Email: [email protected]
Speaker: Dr. Gurdal Ertek[Dr. Good News]
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Abu Dhabi University – College of Business
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•Abu Dhabi
•Dubai
•Al Ain
•Al Dhafra
Outline• Data Science
• Roles in Data Science
• How is Data Analyzed?
• Speaker Bio
• Lessons1. Pivot Table Analysis
2. Clustering Similar Customers
3. Clustering Similar Products
4. Market Basket Analysis
5. Time Series Prediction
8Available Under: https://ertekprojects.com/cet2018
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LESSON 1
Pivot Table Analysis
1
Available Under: https://ertekprojects.com/cet2018
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Source Data: Multinational Sales Transactions
Source: https://tinyurl.com/cet2018lesson1
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Planning the Pivot Table Analysis
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Sample Pivot Tables
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LESSON 2
Clustering Similar Customers
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Available Under: https://ertekprojects.com/cet2018
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Source Data: Pivot Table
…
…
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Clustering Similar Products
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Clustering Similar Customers
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Customers in Each Cluster (with similar purchase patterns)
Cluster 4
Cluster 5
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Profiling Customer Clusters
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LESSON 3
Clustering Similar Products
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Available Under: https://ertekprojects.com/cet2018
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Source Data: Weekly Sales of P1…P811
…
…Source: https://tinyurl.com/cet2018lesson3
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Clustering Similar Products
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881
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Clustering Similar Products
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Products in Each Cluster (with similar sales patterns)
Cluster 19Cluster 20
Cluster 21
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LESSON 4
Market Basket Analysis
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Available Under: https://ertekprojects.com/cet2018
Association Mining for Market Basket Analysis• Association Mining
• Very popular analytical method.
• Interpretable and actionable results.
• Patterns of "appearing together".
• Frequent itemsets• Sets of items appearing together frequently.
• Association Rule [if A then B]• If Item A is observed,
Then Item B is also observed.
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Association Mining for Market Basket Analysis
• Association Rule [if A then B]• If Item A is observed,
Then Item B is also observed.
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Support: Fraction of transactionshaving both Item A and Item B.
Confidence: Conditional probability ofobserving Item B, given that Item A is observed.
𝑆 =𝑓𝑟𝑒𝑞𝑢𝑒𝑛𝑐𝑦(𝐴 ∩ 𝐵)
𝑇
𝐶 =𝑓𝑟𝑒𝑞𝑢𝑒𝑛𝑐𝑦(𝐴 ∩ 𝐵)
𝑓𝑟𝑒𝑞𝑢𝑒𝑛𝑐𝑦(𝐴)
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Source Data: Grocery Sales Transactions
… …
Source: https://tinyurl.com/cet2018lesson4
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Association Mining
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Association Rules
IF THEN
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Association Rule Graph
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Filtering the Rules for an Item
IF baking_powderTHEN
• whole_milk (with 52% confidence)• other_vegetables (with 41% confidence)• whipped_sour_cream (with 26% confidence)
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LESSON 5
Time Series Prediction
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Available Under: https://ertekprojects.com/cet2018
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Source Data: Grocery Sales Transactions
… …
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Time Series Prediction
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Time Series Prediction
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BONUS: LESSON 6
Chatbots
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Available Under: https://ertekprojects.com/cet2018
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Google DialogFlow
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Google DialogFlow
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Google DialogFlow
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Google DialogFlow
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Google DialogFlow
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FINAL WORDS
:)
Available Under: https://ertekprojects.com/cet2018
Lessons Learned
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• 80% of project will be data engineering & preparation.
• "A Taxonomy of Dirty Data" filetype:pdf
• MS Excel (especially Pivot Table) is sufficient for many projects.
• Target visual analytics before machine learning.
• Start with free visual modeling software: Orange, RapidMiner.
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• For big data, cloud computing is inevitable.• SAP, IBM, Oracle, Microsoft, AWS, Google
• Digital marketing data is at least as valuable as ERP data.
• Junior Data Scientist = $100 for Udemy Courses
+ Free Kaggle datasets+ 1,000 hours hard work
Lessons Learned
Gürdal Ertek | College of Business | Abu Dhabi University, UAE
Abu Dhabi | Dubai | Al Ain | Al Dhafra
Data-Driven Marketing: A 20-Minute Crash Course
Acknowledgement
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