Abstract:
Big Data is one of the latest trends that has the potential to revolutionise the way businesses operate and nd opportunities for growth. Loyalty programs and transactional data are major contributors to the Big Data movement and it often requires specialised tools to process and analyse. Email marketing cam- paigns are a popular tool to influence the spending behaviour of loyalty program members and the optimisation of such campaigns is a complex and difficult task. We will investigate methods for understanding and optimising email campaigns in the context of the movie marketing industry. We adapted common techniques relevant to Knowledge Discovery and applied them to two cinema chains of dif- ferent sizes. We created a novel supervised segmentation method that allows the creation of clusters that form around relevant variables. The method links current campaign performance to member behaviours which gives marketing experts directly relevant target groups and a deeper understanding of how to optimise their campaigns. Our initial results indicate that this method could be generalised to other domains when unsupervised methods fail to produce clusters relevant to the users purpose.