Transforming massive data to pragmatic target marketing practice

Marketing is all about the process of communicating the value of a product or service to customers in order to stimulate sales, while target marketing maximizes the return on investment into the marketing activities. We present a piece of practice to transform massive data into actionable insights and guidance using statistical analysis and data mining methods, which helps a leading home appliance manufacturer optimize its marketing strategy for increasing customer intimacy, solidifying customer loyalty, and most importantly, boosting the sales volume and profit. © 2013 IEEE.