Method and system for researching sales effects of advertising using association analysis

• US 7,299,194 B1
• Filed: 02/22/2000
• Issued: 11/20/2007
• Est. Priority Date: 02/22/2000
• Status: Expired due to Term

• Current Assignee: Workday Incorporated
• Original Assignee: International Business Machines Corporation
• Inventors: Hermiz, Keith, Zeller, Stephen, Manganaris, Stefanos
• Primary Examiner(s): Tarae; C. Michelle
• Application Number:
  US09/510,416
• Time in Patent Office: 2,828 Days
• Field of Search: 705/10, 705/14
• US Class Current: 705/7.29
• CPC Class Codes: G06F 16/2465 Query processing support for facilitating data mining operations in structured databases
• CPC Class Codes: G06F 2216/03 Data mining
• CPC Class Codes: G06Q 30/02 Marketing; Price estimation or determination; Fundraising
• CPC Class Codes: G06Q 30/0201 Market modelling; Market analysis; Collecting market data
• CPC Class Codes: G06Q 30/0205 Location or geographical consideration
• CPC Class Codes: G06Q 30/0242 Determining effectiveness of advertisements

Abstract

A method and system for data mining is disclosed in which advertising/promotional events (e.g., the fact that a promotion was taking place when the transaction was recorded) are factored into association analysis of the data. Sales data is integrated with advertising data and a plurality of taxonomies are employed to link the merchandise data with the advertising data. This enhances the data so that the advertising status (advertised or non-advertised) can be determined and this information can be used to track the impact of advertising on product dynamics in market baskets and on sales. Further, for those articles that are advertised, detailed information about the advertising used is also available and integrated into the analysis so that, for example, the effectiveness or lack of effectiveness of a particular advertisement can be determined.

Claims

1. A computer-implemented method of processing market research data including sales data concerning items sold during retail sales transactions of a retailer and advertising/promotion data concerning said sold items, said method comprising the steps of:

receiving said sales data;

receiving said advertising/promotion data;

enhancing said sales data by embedding elements of said advertising/promotion data in said sales data;

performing association analysis on said enhanced sales data to generate association rules and frequent itemsets that identify;

market baskets associated with said retail sales transactions; and

which of said items sold are associated with each of said market baskets; and

displaying and archiving said association rules and frequent itemsets.

2. The method as set forth in claim 1, further comprising the step of:

processing said association rules and frequent itemsets to develop conclusions about said marketing research data.

3. The method as set forth in claim 2, wherein said sales data comprises merchandise information, said merchandise information including:

identification information identifying each sold item;

transactional information corresponding to each sold item; and

financial information corresponding to each sold item; and

wherein said merchandise information is input to a merchandise taxonomy to establish logical links between said identification information, said transactional information, and said financial information so that said merchandise information can be utilized for market basket analysis.

4. The method as set forth in claim 3, wherein said advertising/promotional data comprises information identifying the advertising status of each item, and wherein said advertising status information is embedded in said merchandising information to establish a logical link between said merchandise information and said advertising/promotional data to create said enhanced sales data.

5. The method as set forth in claim 3, wherein said advertising/promotional data comprises:

information identifying items that have been advertised; and

for said advertised items, information identifying how the item was advertised, the date the item was advertised, and where the item was advertised; and

wherein said advertising information is embedded in said merchandising information to establish a logical link between said merchandise information and said advertising/promotional data, thereby creating said enhanced sales data.

6. The method as set forth in claim 5, wherein said information identifying how each advertised item was advertised includes an identification of the advertising medium used and the placement of the advertisement in the advertising medium.

7. The method as set forth in claim 6, wherein said enhancing step comprises the steps of:

classifying said advertising/promotion information in an advertising/promotion taxonomy; and

creating said enhanced data by embedding said information in said advertising/promotion taxonomy into said merchandise taxonomy.

8. A computer-implemented method of analyzing data comprising plural data elements and presenting the analyzed data for use by a data analyst, comprising the steps of:

acquiring analysis parameters according to which the data is to be analyzed;

collecting data elements corresponding to said acquired analysis parameters;

enhancing said collected data elements in accordance with said analysis parameters;

performing association analysis on said enhanced data elements to generate enhanced association rules and frequent itemsets that identify;

market baskets associated with said retail sales transactions; and

which of said items sold are associated with each of said market baskets; and

displaying and archiving said enhanced association rules and frequent itemsets.

9. The method as set forth in claim 8, further comprising the step of:

processing said enhanced association rules and frequent itemsets to develop conclusions about said analyzed data.

10. The method as set forth in claim 9, wherein said collected data elements include merchandise information and advertising/promotion information pertaining to items sold by a retailer, and wherein said enhancement step comprises the steps of:

classifying said merchandise information in a merchandise taxonomy;

classifying said advertising/promotion information in an advertising/promotion taxonomy; and

creating enhanced data elements corresponding to said items sold by said retailer, said enhanced data elements providing a correlation between each item and any advertising/promotion conducted in connection with each item.

11. A computer program product recorded on computer readable medium for analyzing data comprising plural data elements and presenting the analyzed data for use by a data analyst, comprising:

computer readable means for acquiring analysis parameters according to which the data is to be analyzed;

computer readable means for collecting data elements corresponding to said acquired analysis parameters;

computer readable means for enhancing said collected data elements in accordance with said analysis parameters;

computer readable means for performing association analysis on said enhanced data elements to generate enhanced association rules and frequent itemsets that identify;

market baskets associated with said retail sales transactions; and

which of said items sold are associated with each of said market baskets; and

computer readable means for displaying and archiving said enhanced association rules and frequent itemsets.

12. The computer program product as set forth in claim 11, further comprising:

computer readable means for processing said enhanced association rules and frequent itemsets to develop conclusions about said analyzed data.

13. The computer program product as set forth in claim 12, wherein said collected data elements include merchandise information and advertising/promotion information pertaining to items sold by a retailer, and wherein said computer readable means for enhancing includes:

computer readable means for classifying said merchandise information in a merchandise taxonomy;

computer readable means for classifying said advertising/promotion information in an advertising/promotion taxonomy; and

computer readable means for creating enhanced data elements corresponding to said items sold by said retailer, said enhanced data elements providing a correlation between each item and any advertising/promotion conducted in connection with each item.

14. A system of analyzing data comprising plural data elements and presenting the analyzed data for use by a data analyst, comprising:

means for acquiring analysis parameters according to which the data is to be analyzed;

means for collecting data elements corresponding to said acquired analysis parameters;

means for enhancing said collected data elements in accordance with said analysis parameters;

means for performing association analysis on said enhanced data elements to generate enhanced association rules and frequent itemsets; and

means for displaying and archiving said enhanced association rules and frequent itemsets.

15. The system as set forth in claim 14, further comprising:

means for processing said enhanced association rules and frequent itemsets to develop conclusions about said analyzed data.

16. The system as set forth in claim 15, wherein said collected data elements include merchandise information and advertising/promotion information pertaining to items sold by a retailer, and wherein said means for enhancing comprises:

means for classifying said merchandise information in a merchandise taxonomy;

means for classifying said advertising/promotion information in an advertising/promotion taxonomy; and

means for creating enhanced data elements corresponding to said items sold by said retailer, said enhanced data elements providing a correlation between each item and any advertising/promotion conducted in connection with each item.