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On September 29-30, 2010, StatSoft Polska is organizing a Conference/Workshop on “Practical data analysis in marketing and market research.” The conference will focus on practical aspects of modern data analytical methods, particularly: data mining, client’s satisfaction and loyalty analysis, statistical surveys, marketing scoring, analytical CRM, etc.

The first day will be set up as a forum for guest speakers to present their case studies and general experience with analytical methods in various areas. The second day, participants will select one of two parallel sessions of workshop. They will get the opportunity to work with STATISTICA to experience practical aspects of marketing data analysis and to build their own models.

The target group for the event is: marketing professionals; analysts in research companies, churn analysis, and segmentation; and all others interested in practical data analysis.

The conference will take place in Wieliczka, next to a historic Wieliczka Salt Mine, listed in the UNESCO World Heritage Site. An evening party will take place underground, in the salt mine.

For more information please visit, http://www.statsoft.pl/sem2010/marketing/oseminariach.html

PRELIMINARY PROGRAM

DAY 1, September 29th – Conference

Analytical tools in relationship marketing
Professor Adam Sagan, Head of Market Analysis and Marketing Research Department, Krakow University of Economics

Optimization of marketing campaigns in social networks using data mining methods
Dr Jerzy Surma, The Collegium of Business Administration, Warsaw School of Economics

The psychographics of Polish consumers 2010
Dr Paweł Wójcik, Vice-chairman, 4P Research Mix

STATISTICA for marketing
Piotr Wójtowicz, StatSoft Polska

Mystery shopping – how to analyze data?
Dr Małgorzata Michalak, Senior Statistician, Cegedim Customer Information

Preparation of marketing data for data mining analysis
Dr Mariusz Łapczyński, Market Analysis and Marketing Research Department, Krakow University of Economics

Benefits of PROFIT analysis
Dr Piotr Jabkowski, Institute of Sociology, Adam Mickiewicz University in Poznań

Mining party - underground in Wieliczka Salt Mine (See Pictures Belos)

DAY 2, September 30th - Workshop, 2 parallel sessions

Session A – Data Mining for Marketing

Web mining – Internet users’ behavior research
Dr Mariusz Łapczyński, Market Analysis and Marketing Research Department, Krakow University of Economics

• Introduction to basket, sequence, and link analysis
• Creating qualitative and quantitative associative rules
• Associative rules selection and model visualization
• Building sequential rules

Segmentation and prediction
Grzegorz Migut, StatSoft Polska

• Segmentation using data mining methods
• Usage of scoring techniques – data preparation
• Building and evaluating scoring models

Session B – Data analysis for customer survey

Clients’  satisfaction and loyalty analysis
Professor Adam Sagan, Head of Market Analysis and Marketing Research Department, Krakow University of Economics

• Clients’  satisfaction and loyalty survey
• Multivariate analysis
• Path analysis – SEPATH
• Conjoint analysis

Statistical surveys
Dr Mariusz Lapczynski, Market Analysis and Marketing Research Department, Krakow University of EconomicsMichal Kusy, StatSoft Polska

• Survey data preparation, summaries and basic analysis
• Logit analysis in statistical surveys
• Interactive trees C&RT in surveys analysis