The change that began by the fact that production had begun to take shape according to customer demand and that customer had been able to reach the information; is getting more and more influential and adumbrating itself a little more every passing year in order for companies to communicate with their customers.
60 years before now, customers that adopted the approach of “buy what you can find”, with technological developments, by the 1970s in which product and service diversity began to increase, were in the tendency of adopting the approach of “buy whatever you can”. Such changes as the increasing cumulative information/knowledge in parallel with the customers’ access speed to information and its quality, as the economies floating from supply to demand; has played crucial role in evolution of customer. Customers who has gotten much more conscious by the years of 90s showed the attitude of “buy what you want”.
Customer and hence the ever-increasing needs of customers, increasing data density as the business volume grows and the transformation of these datas into “informations” (data warehousing, data mining) that can generate significant/meaningful wholes have had great importance and even been the subject to academic studies. The phrase “You must know your customers up to the corner grocery store” that is mentioned together with “CRM” has led the “technology” become an indispensible element of “Customer Relationship Management” by the increasing density of transaction.
Today companies need data warehouses in which datas are stored with “date dimension” too in multi-dimentional environments in addition to “Transaction Processing Systems” such as stock management with which they can operate daily transactions, complaints management, accounting integration,… Such systems that are capable of reporting guiding informations to companies by being applied various data mining algorithms, have been shedding light on companies’ future action plans. For instance; we can examine “Market Cart Analysis” that can be used both online and in the retail sector. (One of the methods that can be applied to “Market Cart Analysis” is Apriori Algorithm). This method is used for detecting/determining the ratio of products’ purchase together by analysing the customer cart. At the end of this study, companies that have been operating in the physical world and selling retail products, can be effective/influential on the buying/purchasing behavior by offering the pruducts together that comply with the association rule in shelf placement and supporting this with various campaigns. Similarly, the websites that operates on the internet can be influential on purchasing behavior of a user by using online suggestion systems. By making a study on the past behaviors of customers, such a methodology as “those who bought mobile phone, by 40 ratio, bought memory card as well” or “those who bought camera and battery, by 75 ratio, bought case as well”, can be built up.
Especially when it is considered how easy it is to track/trace customers online ( ecommerce ); Apriori application that we think is likely to contribute to revenue in short term, can be taken into account.
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