1. Bookworm Inc. Designing Catalogs for Targeted Marketing

2. Company Background Online Bookstore Annual Revenue : $6 million Tot.Market For Online Books:$2.4 billion Competitors: Amazon.com, Barnes & Noble etc. Objective: Design customized catalogs for customers to facilitate targeted marketing

3. Sample Survey Customer Id:_____Location:______ Rank the following on a scale of 0 to 5, where 0=No Interest and 5=High Interest 1) Mysteries 2) History 3) Politics Education Level:____, Ed.Type:_____ Industry:________,Position:_________ Annual Income:______ Interests:______, Ethnicity:_________ Sex:____,Marital Status:___________ No. of children:____,Birth date:______ For each category (mysteries, history etc.), each customer is ranked, on the basis of: Ranks assigned by her in the survey Her responses to the other questions (Interests, Industry etc.) in the survey Her order history Rank(customer,category)= function(survey responses, order history)

4. EER Diagram (1,1) (0,N) (1,N) (0,N) (1,N) (0,N) (1,1)(1,N) (0,N) (1,N) (0,N)

5. Microsoft Access: Relationships

6. Customer Grouping Customer Ranks: Based on Survey. Group customers who have similar preferences. e.g. High preference for Politics, Secondary Preference for History and low for Mysteries.  Similarly other customers grouped.  Future Customer Rank: based on Survey, Order-History & Background.  Demographers, Statisticians and Anthropologists needed. (We are hiring, Apply now)

7. Catalog Generation Query Generate catalogs for each group of customers. Selection of recent books: More books in primary category, fewer in secondary. Future Selection: Based on publishing date, sales, reviews, author etc.

8. What can be done Acquiring new customers –Customized catalogs –Targeted market campaign Better keep existing customers –Customer profile –Book club recommendations Cost saving tests –Mails offer to a sample of customers –Uses sample response information to determine the “Roll” mailing

9. Sample Report

10. Next step… Data mining Real time marketing Customized website Email campaign

11. THANK YOU GROUP 4: - Sharvari Prabhu - Per Ingelgard - Shantanu Tripathi - Jiahe Zhu