Deviation analysis

Knowledge of deviations from normal is extremely important to a marketer. A deviation can be an anomaly fraud or a change. In the past, such deviations were difficult to detect in time to take corrective action. Data mining tools provide powerful means such as neural networks for detecting and classifying such deviations. Once a deviation has been discovered as a fraud, the marketer takes steps to prevent such frauds and initiates corrective action. If the deviation has been discovered as a change, further information collection is necessary. For example, a change can be that a customer got a new job and moved to a new house. In this case, the marketer has to update the knowledge about the customer. A marketer can use the deviation detection capability to query changes that occurred as a result of recent price changes or promotions.

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