The Mining Data Mart - Data Mining Techniques in CRM: Inside Customer Segmentation - page 184

Table 4.33 A lookup table for the product hierarchy.

Field name Field type Field description

Item_Code Int The UPC of the item

Item_Description Char The detailed item description

Item_Brand Char The manufacturer of the specific item

Item_Group Char The hierarchy group of the item

Item_SubGroup Char The hierarchy subgroup of the item

Item_Code is the primary key (PK) of this table.

Table 4.34 An indicative list of
product groups at a high level in
the product hierarchy.

Product groups

Apparel/shoes/jewelry
Baby
Electronics
Computers
Food and wine
Health and beauty
Pharmacy
Sports and outdoors
Books/press
Music, movies, and videogames
Toys
Home
Other

THE MCIF FOR RETAILERS

The MCIF for retailers should include all the information required to identify the
purchasing habits of customers. Although its contents depend on the particular
organization and they should reflect its specific marketing and analytical objectives,
Table 4.35 presents an indicative listing of the main data dimensions typically used
for data mining purposes.