The Application of Data Mining to Target Market Analysis -- A case study of targeting potential customers of Interruptible Load measures in the electricity industry
Date Issued
2007
Date
2007
Author(s)
Wang, Chiao-Yi
DOI
zh-TW
Abstract
With the widespread application and development of information technology, target marketing has become a major trend in marketing. With the assistance of Data Mining techniques, target marketing has been widely practiced in a number of industries. Though Data Mining has been frequently applied in target marketing research, few studies have considered the situation where customers have already been influenced by marketing measures. Hence, there is a lack of information about the consumption behavior of current customers and potential customers. The Electricity Corporation faces this problem quite often, we have chosen the electricity industry as an example for analysis.
The target customer analysis framework of the Interruptible Load measure introduced in this research is mainly based on current customer’s consumption records. The goal is to identify some basic variables, which are more static, for generating identification rules and targeting customers, could also be seen as a compensation for general target marketing model. From the analysis result, we find out that the target marketing scope, which excludes the mining results of clusters with only 1 or 2 participants, has reduced the original target population to 21%. Meanwhile, the number of high-potential target users of each Interruptible Load measure has been narrowed even further to only 0.76% of the original target population.
Furthermore, our correlation analysis can help find the basic variables that are often ignored by ANOVA. However, because the basic variable related to segmentation variables, it would be better to include this basic variable into the description variables. Thus we can prevent the problem of information dimension shortage from happening. Therefore, the referential value and applicability of this target analysis framework constructed by this research has been proven.
Subjects
目標行銷
資料探勘應用
主成份分析
群集分析
關聯規則
電力產業
電力需求面管理
可停電力
target marketing
data mining application
principal component analysis
clustering
association rule analysis
electricity industry
demand side management (DSM)
interruptible load measure
Type
other
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