Question 1
HotMart is a well-established supermarket which sells daily commodities among many other retail items. Recently, HotMart noticed that its overall revenue from online sales has been steadily declining in the past 6 months. To improve the situation, HotMart had engaged your team to analyse the spending behaviour of its customers to improve its marketing efforts. Data had been collected from 2000 online retail transactions at HotMart.
The data set (HotMart.xlsx) contains information on online transactions of HotMart supermarket customers. A value of `T’ is assigned if the customer had bought an item out of the range of items being surveyed, and the value is ‘F’ if otherwise.
(a) Describe the three (3) stages of data mining (pre-modeling, modeling and post-modeling) that your team would need to work on in less than 300 words. (15 marks)
(b) Examine the dataset given – HotMart.xlsx. Discuss, with the aid of relevant screenshots illustrations, how data exploration is being executed using the Modeler. Identify three (3) data quality issues that are found in the dataset. For each of these issues, describe the necessary steps to prepare the data prior to the modeling stage. (15 marks)
(c) For the construction of an association model, discuss two (2) key parameters that you would change to get the association model in the Modeler. Suggest values for these two key parameters. (10 marks)
(d) Interpret the results based on the output generated from the model using the suggested values in 1(c). (12 marks)
(e) Make one recommendation based on the findings in Q1(d) to improve online sales revenue. Justify your recommendation. (8 marks)
(f) Discuss one (1) limitation of the model. (5 marks)
Question 2
Discuss the use of clustering to help HotMart increase its revenue. In less than 400 words, describe the business objective, data mining objective, data to be used for analysis and how the clustering results can be used. Novel answers displaying in-depth analysis of the problem will receive higher marks. (25 marks)
Another 10 marks is allocated for your writing in terms of clarity, flow and organisation of your answers. (10 marks)
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