GGR252H1 Lecture Notes - Lecture 9: Data Mining, The Techniques, The Home Depot

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16 Apr 2013
Census Tract scale use 2006
EXAM: What is the main advantage of all the techniques?
They are capable of predicting the market correctly
Home Depot Project
Noted down everyone’s license plates and then went to the ministry to ask
for the postal codes
Asked for postal codes because they are unique to only one area unlike 44
Queen Street , that can encode for multiple locations in the country , also it’s
a very fast method and don’t portray information that is specific to an
Another way: the contests stores have and they ask you to fill out a ballet , in
that you write your postal code
Which Method DO they favor the most and why?
Methods: loyalty cards, affinity cards the store gets your loyalty and your
address, also they can see your spending habits by looking at all your
Always want to know where you live
The Beer and Diaper analogy look at textbook , young men picked up
diapers and bought beer
o That would give the stores to either put the diapers and beer together
in one section or put them in two polar ends of the store ( so that they
pass by all other goods)
Paying with Cash is the one way that they will not have access to any of
our information
Traditionally VIDEO RENTAL stores would get the data because you weren’t
able to leave the store without giving your postal code to the store
o They get your information; postal code
o Importantly they get your debt, your paying them interest then some
other company
Market Penetration Techniques Customer Spotting
What proportion of the residents/households in a given area actually shop at
the subject store/centre? These approaches based on the early work od
APpplebaum (1968). Differe from the normative approaches such as Huff and
Theissen because they attempt to measure the actual performance
(penetration) of the stroe rather thatn suggest “ what should be” given
certain asumptions. Labour intensive? Expensive?
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