Marketing Models Utilizing Large Scale Data

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Summing up our researches, we studied the following matters ;1.Evaluation of Sales Promotion Activities :Many retail stores and manufacturers are eager to know store-level price promotion effects and non-price promotion effects because each store has to decide store-specific marketing events.First we propose a model to estimate the non-price promotion was generated by using scanner data. Second we study the price promotion of which item category produce largely effect on sales of each store.2.Analysis of attractiveness of stores and/or goods through customers buying behavior.3.Developments of tools for analyzing marketing models.We obtain a new algorithm to solve large scale SVM problems and also study a validity checking procedure to utilize MDU (Multidimensional Unfolding Procedure) for scanner data over multi-categorical items.