Kevin Hillstrom: MineThatData: So What Is This Wonky Plot All About, Anyway?

June 02, 2016

So What Is This Wonky Plot All About, Anyway?

There it is ... a thing of beauty.

Well, maybe not. But it is a thing that requires study, for many of the secrets of your customer lifecycle are embedded in this image.

Let's look at the right hand portion of the ecosystem ... do you see the "1st Order" dot? This is where customers who place a first order reside. What are the dots near a first order?

Product Category 02.
Print Ads.
Low Prices.

So we know how we bring new customers into the business, don't we?

Homework assignment for tomorrow: Be ready to discuss Email / Affiliate / Search orders.

2 comments:

david kim11:17 AM
this is amazing. what's this kind of feature affinity analysis called?
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Kevin Hillstrom1:51 PM
It is just a plot of the coefficients from a Principal Components Analysis.
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Kevin Hillstrom, President, MineThatData

Kevin is President of MineThatData, a consultancy that helps CEOs understand the complex relationship between Customers, Advertising, Products, Brands, and Channels. Kevin supports a diverse set of clients, including internet startups, thirty million dollar catalog merchants, international brands, and billion dollar multichannel retailers. Kevin is frequently quoted in the mainstream media, including the New York Times, Boston Globe, and Forbes Magazine.

Prior to founding MineThatData, Kevin held various roles at leading multichannel brands, including Vice President of Database Marketing at Nordstrom, Director of Circulation at Eddie Bauer, and Manager of Analytical Services at Lands' End.

You may contact kevin at kevinh@minethatdata.com.

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June 02, 2016

So What Is This Wonky Plot All About, Anyway?

2 comments:

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