Data Mining for Marketing – Simple K-Means Clustering Algorithm

Data mining is not just for technical people.

And you might have to cluster your data even if you’re just segmenting your clients for your next marketing campaign. Or maybe you’re just a student who’d like to find out the basics of Weka (data mining software).

Here’s a brief data mining tutorial for non-techies to help you get started with clustering:

Where can you get Weka?

The safest option is its official website. Download Weka (Doesn’t work without Java).

And it’s free. 😁

Where do you find the right database?

Weka doesn’t work with just any database. And the algorithms you’re going to choose won’t fit all datasets.

So, if you want to use a specific algorithm, it’s best to just create your own set of data over which you can have full control. Aim for more than 1000 rows for accurate data.

But here are three sources where you could find some decent datasets:

data.imf.org

catalog.data.gov

tomslee.net/airbnb-data-collection-get-the-data

(Drop me a line if you know more.) 😉

And if you’re looking for a case study (in plain English) with few technical elements so you can get an idea of how clustering really works: 🎉

Case study – Bank clients segmentation through clustering

Disclaimer: part of the case study is missing as I’ve done it for a college project and the results are not disclosable 

Study objectives

  • Highlight the use of Weka for basic data mining processes
  • Discover the most representative segment of a bank’s (fictional) clients
  • Find out how a bank’s (fictional) services can be improved starting with the data regarding clients’ age, job, marital status, education, account balance, housing, and loans through an online marketing campaign that could bring new clients

Introduction

Data mining is the process through which valid and previously unknown information is extracted from a specific set of data and is then used to make an important business decision.

business decision through data mining

Briefly put, data mining is a method that allows YOU to find similar behavioral patterns, trends, or tendencies from an existing data set.

The main goal of the entire process is DISCOVERY.

From this point of view, I’ve chosen to find out the most significant clients of a bank (fictional) through clustering.

For this study, I picked a type of application often used in marketing and retail: identifying significant client profile and behavior patterns.

As a field of applicability, I’ve chosen banking. In this case, the main goal was to identify relevant clients (who are also loyal) and use their profile to create new digital marketing campaigns.

customized marketing campaigns through segmentation

Typically, data mining could’ve been used to identify loyal clients or errors in the use of banking services, to discover new behavior, predict the way in which a service will be used, or estimate possible client administration costs.

Continue reading “Data Mining for Marketing – Simple K-Means Clustering Algorithm”

Content Marketing – The Anatomy of Successful Content ✍️

Finding the right format for your articles is not always the easiest job. Mainly because there’s no such thing as a perfect blog post formula.

But nailing your content marketing strategy requires research and testing. Especially when you have to consider factors such as readability, grammar, SEO, uniqueness, value, target audience, and several others. 😱

To help you get a better look at what a proper piece of content should look like, I’ve put together this comprehensive list of the successful writing tips and articles from various industries:

Venngage – The Ultimate Infographic Design Guide: 13 Tricks For Better Designs

Start with a summary list of what you’re going to develop upon in the rest of the article:

Article content list

This will be helpful for readers who want quick tips or might just want to look at a certain piece of advice.

Reference official reports or studies for a credibility and trust boost:

report reference

Lots of media examples (infographic samples in this case):

media examples

Helpful internal links:

internal linksContinue reading “Content Marketing – The Anatomy of Successful Content ✍️”

How to Create Your Own Coloring Book with Canva – Design Tutorial

If you don’t want to spend money on expensive coloring books and you want to create your own book for relaxation, you can use Canva as a free graphic design tool and make your own coloring book for children or adults in just minutes.

I have prepared some easy steps for you to take when you create your first coloring book or pages:

1. Plan your coloring book.

Decide upon a theme, an approximate number of pages, your target audience (children, adults, or both), price, distribution channels, etc.

2. Set the correct size for your template.

The usual size of an e-book is 1,200 x 2,500 pixels, but it can vary according to your needs:

custom

Also, you can choose from a series of pre-defined formats:

Canva format

Pick a given template or start your own coloring book from scratch. Look for inspiration with Canva’s Design Templates.

Continue reading “How to Create Your Own Coloring Book with Canva – Design Tutorial”

How to Create a Free E-Book for Children With Canva.com in Just 4 Steps + “The Story of Life” E-Book

Whether you are a parent, an educator, or anyone who’s working with kids, you might have previously looked for ways in which you can create educational or fun materials tailored to the needs of the children you’re sharing them with.

If you’re looking to create your own free book or e-book, you can use Canva to do just this and I have 4 quick steps for you:

1. Find a theme for your book.

Currently, Canva allows users to find even free photos and illustrations. For this tutorial, we are going to choose the “circus” theme.

canva ebook circus

Continue reading “How to Create a Free E-Book for Children With Canva.com in Just 4 Steps + “The Story of Life” E-Book”

Depression Facts: Can You Identify Suicide Warning Signs?

! If you’re dealing with depression or suicidal thoughts, please seek the help of a professional or even of your family and friends as soon as possible.

Hi guys,

I’m back with another article from the “Depression facts” series and this time, seeing that depression and suicide are still on the rise, I’m writing about how you can identify risk factors and signs of suicidal thoughts before it’s too late. Knowing how to detect such signs as early as you can will make the difference between life and death.

You may be here because you’re trying to help someone or maybe you’re just trying to understand your own thoughts and actions. Either way, I have some straight-to-the-point facts that can help you notice early signs of suicidal behavior:

1. Talking often about wanting to die.

If somebody mentions death, suicide, or other related subjects, way too often, try to discuss these issues with them. Suicide-related talks are often neglected but they are the first and most common sign of future suicide.

2. Not being afraid.

If you see that all of a sudden the person you’re worried about wants to do dangerous things or is not afraid anymore of what he/she was scared to do in the past, it might just be another warning sign. Another warning sign is losing interest in their previous passions and interest.

3. Sharing, liking, or commenting on social media posts related to suicide, death, depression, loneliness, mental disorders, etc.

Even occasional posts like these can be a warning sign. People who have committed suicide in the past have often posted such content on their social media accounts before their death. In such cases, suicide can be prevented if you learn to notice these hints.

Continue reading “Depression Facts: Can You Identify Suicide Warning Signs?”