Catalog Cross-Selling7

CatalogCrossSell.csv is the dataset for this case study.

Background

Exeter, Inc. is a catalog rm that sells products in a number of dierent catalogs that it owns. The catalogs number in the dozens, but fall into nine basic categories:

Clothing

Housewares

Health

Automotive

Personal electronics

Computers

Garden

Novelty gift

Jewelry

The costs of printing and distributing catalogs are high. By far the biggest cost of operation is the cost of promoting products to people who buy nothing.

Having invested so much in the production of artwork and printing of catalogs, Exeter wants to take every opportunity to use them eectively. One such opportunity is in cross-sellingonce a customer has taken the bait and purchases one product, try to sell them another while you have their attention.

Such cross-promotion might take the form of enclosing a catalog in the shipment of a purchased product, together with a discount coupon to induce a purchase from that catalog. Or, it might take the form of a similar coupon sent by e-mail, with a link to the web version of that catalog.

But which catalog should be enclosed in the box or included as a link in the e- mail with the discount coupon? Exeter would like it to be an informed choicea catalog that has a higher probability of inducing a purchase than simply choosing a catalog at random.

Assignment

Using the dataset CatalogCrossSell.csv, perform an association rules analysis, and comment on the results. Your discussion should provide interpretations in English of the meanings of the various output statistics (lift ratio, condence, support) and include a very rough estimate (precise calculations are not necessary) of the extent to which this will help Exeter make an informed choice about which catalog to cross-promote to a purchaser.

Acknowledgment

The data for this case have been adapted from the data in a set of cases provided for educational purposes by the Direct Marketing Education Foundation (DMEF Academic Data Set Two, Multi Division Catalog Company, Code: 02DMEF); used with permission.

Case study 1 Catalog cross selling CatalogCrossSell.csv is the data set for this case study uploaded in the data sets folder. Task: Please read the case study Catalog Cross-selling in your text (chapter 21.8) Using the dataset CatalogCrossSell.csv, perform an association rules analysis, and comment on the results. Your discussion should provide interpretations in simple language of the meanings of the various output statistics (lift ratio, confidence, support) and include a very rough estimate (precise calculations are not necessary) of the extent to which this will help Exeter make an informed choice about which catalog to cross- promote to a purchaser. Please include your analysis, comments and conclusion in a Jupyter Notebook,