Professional Documents
Culture Documents
Group – 2
Arpitha Bhat (2008013) Shashidhar A (2008052)
Avnish Kshatriya (2008078) Sundeep Raj (2008112)
Nizam Mohideen (2008090) Varun Yagain (2008141)
Savita Ashwath (2008047)
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Contents
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1. Business Domain Details
This data mining project is applied on the data of marketing activities of a FMCG business.
These businesses have several marketing promotions used to boost sales and given the limited
resources in launching/running these promotions, it is of considerable interest to find out the
most effective sales promotion (or the most effective combination of them) in order to maximize
the benefit out of limited spend.
We use sales data per weeks over more than 300 weeks, the promotions in force in each of these
weeks, and the sales numbers of several related products during these weeks. The explanation of
the data used shall follow in the further chapters. The data can also be connected to the location
of stores using the store identifiers.
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Aberdeen Group, a popular Promotion Analytics company defines it as: a technique for
determining optimum promotions at the most appropriate price level that help retailers’ to
increase profit uplift and reduce sales cannibalization. The components of an optimization
solution include a simulation model that provides the most confident prediction of the outcome of
any promotional discount. This solution uses a scenario/results processor, a demand engine, an
activity-based promotions cost engine, and a price optimization engine. The scenario processor
helps a retailer in the optimization process by selecting the most optimum prices and promotions
quantity using the most appropriate promotion vehicle for the promotion period.
For the same reasons of confidentiality as with product details, the authors are unable to disclose
the promotion details either. Hence, the promotion details are identified using inexplicit unique
identifiers. Given the industry, one should consider in-house display, discount coupons, bundled
packaging, etc to be examples of promotions.
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2. Business Problem
The identified scope of this data mining exercise in Promotion Analysis typically involves the
following Business Impact Study, quoting Cequity Solutionsi:
• Incremental sales & lift, volume impact and margin potential of promotion
• Impact of promotion across different dimensions like geography, season, customer set,
products, category etc
• The best channel for promotion delivery
• Promotion elasticity for price, delivery, & media
• Forecasts of sales for promoted products
It is known that in the Retail Industry, about 71% of the major players employ some form of
Promotion Analysisii.
This is not hard to guess given that research by organizations involved in trade promotions
indicate that for every billion dollars of promotions spend, upwards of $50 million is poorly
spentiii.
From the above listed advantages, the focus of this study is to identify the best individual or
combination of promotions that give a lift to the sales of the selected product-1.
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3. Details of the Data
The following sub-sections give out the details of the source data used.
3.1. Source
The data is obtained from a market analytics company (name not to be disclosed as a part of
agreement). The company gets the data from a data centre which collects data from the FMCG
(called CPG in US and EU markets) stores across the Europe and American markets. The data
mainly contains the information about the volume and unit sales of different FMCG/CPG
products that the stores sell along with the information on average price, different promotions
etc.
3.2. Quality
The data used is QCED data. The market research company usually gets the raw data from the
data centre which is cleaned for errors and misleading and obviously storage data by a set of QA
persons. Any such anomalies is checked and cleaned with constant calls and emails with the data
centre executives. The cleaned data was used for the analysis.
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NUPC[1-14] Range Normalized number of UPCs in a product
(UPC = Universal Product Code i.e.
packaging/flavour/etc variant identifier)
PRIU[1-14] Range Denotes price per unit for each of the
products.
TREND Range Denotes change in Sales Data.
LBPR[1-14] Range Log of Base Price per Unit for each ‘n’
Product Ids.
LPI[1-14] Range Log of price index where price index is index
between the base price and the promoted
price. This helps in identifying the effect of
change in promotion price.
Table 1: Variables in the Data
Furthermore, the following synthesized variable columns were used for our analysis:
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3.4. Costs of Prediction errors
The costs of the prediction errors entirely depend on the business strategies we need to employ,
as put in the table below:
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4. Analysis
• Null value for FEAT and DISP can be replaced with Zero
• Null value for PRIU, VOL, NUPC, LPI, LBPR is a data gathering mistake. A mean of some
previous records can be assumed.
4.2. Technique
We refine the problem statement to the following –
To detect the exact individual feature or a combination there of, of the product to offer
and the exact individual promotion or a combination there of, to be put on display and the
strategy of increasing or decreasing the price (as given by the change log) to employ; so
as to predict an increase in sales volume of the Product-1.
The sales volume change only in relationship to the previous week was considered while
neglecting other techniques (trend over last n-weeks, historical effect by means of moving
average over last n-weeks, so on) mainly to avoid additional complexity.
In order to avoid complexity of considering the data of all the competing products individually,
we have summed up the Features and Promotions into a composite value (by summing up the
binary variables) and used as one score against that of Product-1.
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4.2.1. Stage-1
The scale increase in sales volume was attempted to be predicted by dividing it into bin values
SIGNIFICANT_DECREASE, DECREASE, NO_CHANGE, INCREASE and
SIGNIFICANT_INCREASE. The DECREASE and INCREASE bins lie on negative and
positive sides of 0% change within a distance of 20% while anything beyond in the respective
direction is considered SIGNIFICANT.
Draw backs:
With this intention of predicting not just the trend but also the extent of change did not yield a
significant accuracy. Any of the C5.0 CART or ANN techniques did not yield an accuracy
beyond 51%. We conclude that this intelligence is either:
a. missing all the fields required to be predictable, or
b. is not possible to predict given that even the same set of features, promotions and pricing
strategy cannot guarantee a repeat of the sales increase to the same extent.
4.2.2. Stage-2
As a modification, we attempted to predict only the direction of change in sales volume, thereby
using only three bin value DECREASE, NO_CHANGE and INCREASE. After this modification
to the business problem, a respectable predication accuracy of 72.67% was reached using the
CART technique.
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Field % Complete Valid Records Null Value Empty String White Space
DISP1 98.97 23138 240 0 0
DISP10 67.02 15669 7709 0 0
DISP11 0.16 37 0 23341 23341
DISP12 0 0 0 23378 23378
DISP13 80 18702 4676 0 0
DISP14 100 23378 0 0 0
DISP2 95.91 22421 957 0 0
DISP3 89.12 20834 2544 0 0
DISP4 96.42 22541 837 0 0
DISP5 0.3 69 0 23309 23309
DISP6 0.02 4 0 23374 23374
DISP7 86.23 20160 3218 0 0
DISP8 0 0 0 23378 23378
DISP9 0 0 0 23378 23378
Figure 1: Quality of original data – Snippet 1
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PRIU6 0.02 4 0 23374 23374
PRIU7 86.23 20160 3218 0 0
PRIU8 0 0 0 23378 23378
PRIU9 0 0 0 23378 23378
Figure 2: Quality of original data - Snippet 2
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Field % Complete Valid Records Null Value Empty String White Space
DISP1 100 23271 0 0 0
DISP10 100 23271 0 0 0
DISP13 100 23271 0 0 0
DISP14 100 23271 0 0 0
DISP2 100 23271 0 0 0
DISP3 100 23271 0 0 0
DISP4 100 23271 0 0 0
DISP7 100 23271 0 0 0
FEAT1 100 23271 0 0 0
FEAT10 100 23271 0 0 0
FEAT13 100 23271 0 0 0
FEAT14 100 23271 0 0 0
FEAT2 100 23271 0 0 0
FEAT3 100 23271 0 0 0
FEAT4 100 23271 0 0 0
FEAT7 100 23271 0 0 0
Figure 3: Quality of cleaned data
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4.4. Choice of Data mining technique
The data mining techniques of Classification & Regression Tree (CART), Decision Tree Model
C5.0 and Artificial Neural Networks were attempted. The CART technique has consistently
yielded a higher value of overall prediction accuracy. But the final choice of Model depends
entirely on the Business Strategy employed (as detailed in the Cost of Errors section) :
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5. Conclusion
We conclude that the use of data mining results largely depends on the Business strategy chosen
to be applied.
Coincidence
Matrices Overall Accuracy
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5.2. Strategic recommendations
As can be noted from the Table 4, the choice of model depends on the actual Business Strategy
chosen. We recommend that the result as predicted by the CARTS model be chosen for adopting
a promotion-feature-pricing strategy as a response to the competition’s moves.
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6. Appendix
The Data Cleaning stream
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The Data Mining Analysis Stream for approach-2
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Gains Chart
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Analysis and Gains chart using A!!
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Gains Chart for A!!:
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7. References
i
http://www.cequitysolutions.com/inner.php?p=9&sub=50#pa
ii
http://www.aberdeen.com/summary/report/benchmark/RA_PromOpt_SA_3909.asp
iii
http://www.managesmarter.com/msg/content_display/marketing/e3i1af498fbe3e69d89356d126fc11c1617
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