Geo-based derivations
These may include, for example:
What is the distance between email list uk each customer and their local store? Is this the same as the store they actually purchase from?
Distance to nearest airport or train station. How does this impact their choice of holiday destination?
Geo-based derivations
These may include, for example:
What is the customer’s ‘personal best’ (value, size, performance) and whether the customer is growing or declining over time.
What is the longest sequence of identical products bought?
What is the sequence of events prior to an outcome e.g. mailing -> online ->store -> online -> purchase.
Pattern analysis derivations
Aggregation-based derivations
Aggregation of transaction data from one marketing ‘level’ to another over-arching level (e.g. individual purchases over time to a single customer lifetime value).