analyzing correlations between sales marketing and demographic data
DESCRIPTION
Data Mashups & Correlation using Excel & Power BITRANSCRIPT
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Analyzing Correlations between Sales, Marketing and
Demographic Data
ShiSh
Retail Industry Solutions Director
Microsoft Corp
Twitter: @5h15h
LinkedIn: http://linkedin.com/in/shishs
Contact
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Presentation
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Source: http://xkcd.com/552/
The coffee hour that's best for blood sugar
Eating pizza 'cuts cancer risk'
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The Oprah Effect
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Image owner: jayfarm1980
Shared using Creative Commons from LINK
Beer & Football
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Beer & Diapers
Image owner: ocbeejay
Shared using Creative Commons from LINK
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•Watch out for Bias
•Check for Patterns, not Single Matches
•Check Multiple Sources of Information
Source: http://blog.8thandwalton.com/2013/02/correlation-is-not-causation-even-in-retail-link/
Correlation is not Causation
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How Target Figured Out A Teen Girl Was
Pregnant Before Her Father Did
Shopping Patterns Reflect Life Changes
Data from Sales Corelated to Birth Registry to determine patterns
Attempt to get better customer insights & predict what customers want before they tell you
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Example Scenario: Listening to the Voice of the Customer
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5
10
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1995 1996 1997 1998 1999 2000 2001 2002
Sales Forecast
Traditional Cameras Digital Cameras
Extrapolated Forecast Actual Data
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Data Brokers
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Data Markets
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2. Create a Yelp Account and Get an
API Key
1. Download the Power BI Excel Addins for Excel 2013 from http://bit.ly/135AXcs
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Some of the APIs you can use for getting Correlation Data
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Demographic data from Azure Data Market
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Source for Seattle City Data
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http://api.yelp.com/business_review_search?term=Sta
rbucks&location=Seattle&ywsid=YourAPIKey
Use From Web
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Seattle Area Starbucks Foursquare CheckIns Visualized using Heatmaps via Excel, Power
Query and Power Map
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This Starbucks in Kent, WA has the most Foursquare activity
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Seattle area GrouponDeals visualized using Excel, Power Query &
Power Map
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Analysis of QFC &
Safeway in Seattle
Correlate Demographic data for each store
location
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Hipster Alert Data Acquired using Power
Query from Yelp & visualized with Power Map
in Excel 2013
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Public Parking Data Obtained from
http://data.seattle.gov Restaurant Data from Yelp
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Correlation Coefficient
Quick Reference for calculation Pearson's Correlation Coefficient : http://bit.ly/1depeRL
• Impact of Weather on Sales
• How does the average age / income / education impact sales of specific
categories
• How does changes in gas price impact specific retail categories and
segments
• How does changes in unemployment rate affect retail categories
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Data Analysis Toolpak enables calculation of Correlation
Coefficient in Excel
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Key Influencers• Uses Naïve Bayes Data Mining Algorithm
Data Mining Addins for Excel
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Resources
• Power BI Downloads: http://office.microsoft.com/en-us/excel/power-bi-FX104080667.aspx
• Yelp API: http://www.yelp.com/developers
• Foursquare API: https://developer.foursquare.com/
• Apigee : http://www.apigee.com
• Windows Azure Marketplace: https://datamarket.azure.com/
• The ShiSh List: http://blogs.msdn.com/shishirs
• Twitter: http://twitter.com/msretail