Bookworm Inc.

1
Bookworm Inc.

• Designing Catalogs for Targeted Marketing

2
Company Background

• Online Bookstore
• Annual Revenue 6 million
• Tot.Market For Online Books2.4 billion
• Competitors Amazon.com, Barnes Noble etc.
• Objective Design customized catalogs for
  customers to facilitate targeted marketing

3
Sample Survey

• 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)

Customer Id_____ Location______ Rank the
following on a scale of 0 to 5, where 0No
Interest and 5High 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______
4
EER Diagram
(1,N)
Catalog
Includes
(1,N)
(0,N)
Mail_to
(0,N)
(0,N)
(0,N)
(0,N)
Customer
Member_of
Ranks
Category
(0,N)
Places
(1,N)
(0,N)
(0,N)
(1,1)
Ranks
(1,N)
Order
Ranks
(0,N)
(0,N)
Includes
(0,N)
(0,N)
(1,1)
(1,N)
(0,N)
(0,N)
Books
Author
Writes
Ranks
Club
Ranks
(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

Bookworm Inc.