Customer Analysis for Software XploRe From Data Mining to Marketing Strategy

This thesis paper presents a case study of customer analysis with the purpose of to developing a marketing strategy for the statistical software XploRe. The customers analysed include the users, who downloaded XploRe free trial version through web site and the actual customers, who bought XploRe. Descriptive analysis was conducted for both data, which leaded to the conclusion that re- search institutes represent is the high- profit- able sector for of XploRe. For users data, data mining method clustering was undertaken to identify the customersegments. Two different clustering methods were tested on the same users data set with different software IBM Intelligent Miner and XploRe. As the a result, the users of XploRe were divided into four clusters by both methods, "Internet surfer","Academia", "Linux user" and "Home worker". Through the comparison of historical data for of user data 2003 and data 20020, more facts and trends of XploRe market and customers were discovered regarding the software used, information resource, new market and the undergoing changes in customer seg-ments. Based on the results of customer analysis, the suggestions for marketing strategy, marketing mix and further analysis were outlined.