Developing Intelligent Database Analysis Methods for Marketing
There is an increasingly serious problem caused by IT developments that affects the whole of Database Marketing
its called ..
DATA
AND..
PPT Slide
+
More DATA
and
=
A bigger ...
If YOU don’t evolve the DATA USING technologies then having access to more and more data, more bandwidth, and down-sized hardware WILL NOT HELP at all
Indeed
In the IT age a computerized bureaucracy has computer based management systems covering most areas of modern life - data are being created and stored many times faster than it can be processed!
At present probably 90%+ of all marketing databases are not being exposed to state of the art analysis and modeling technologies
The situation is rapidly becoming WORSE..
The terabyte databases now exist BUT
To exploit your (or other people’s) Data Riches you need..
This is what Intelligent Database Analysis is all about
Artificial Intelligence to the rescue?
What is AI?
There are TWO major problems with AI?
Despite the AI gloss and hype...
Two ways of becoming smarter in database marketing
BUT
BOTH approaches need to be based on statistically sound methods
Some examples of DUMB marketing technology
Geodemographics
Intelligent Geodemographic Targeting (IGT)
An Example
The IGT is intelligent because:
Now is not that being .. INTELLIGENT?
Psychographics and Life Style Marketing
How DUMB are you being right now?
AND
Do YOU have large real-time client databases relevant to your business?
if YES
if NO
So how might you do better?
Use a Neural Network
YOU should now be seriously considering greater use of Neural Networks
Genetic Programming and Evolutionary Computing Targeters
High Performance Computing
How many of YOU are either already USING or PLANNING to use High Performance Computers?
NO...
Fuzzy Logic Modeling is also worth considering!
A Case study
Fuzzy Logic Model based Segmentation
What else?
Building Intelligent Hybrid Computational Marketing Systems
Traditional Approach
This is REALLY dumb
Intelligent Computational Marketing Approach
This is much more intelligent!
Conclusions
the SECRET is..
Embed everything in a statistical framework that seeks to ensure quality and safety via the use of appropriate computational statistical methods!
Email: stan@geog.leeds.ac.uk
Home Page: http://www.geog.leeds.ac.uk/staff/s.openshaw/