Understanding shopper transaction data: how to identify cross-category purchasing patterns using the duplication coefficient

This paper applies the D Duplication Coefficient from the Duplication of Purchase Law as a benchmark to help investigate patterns in simultaneous product category purchases.

Understanding shopper transaction data: how to identify cross-category purchasing patterns using the duplication coefficient

Arry Tanusondjaja, Magda Nenycz-Thiel and Rachel Kennedy

Ehrenberg-Bass Institute for Marketing Science, University of South Australia

Introduction

The increasing availability of shopper transaction data provides new opportunities to investigate shopper behaviours and advance shopper science. Due to its granularity, transaction data is considered one of ‘the big data’ to understand shoppers and assess marketing activities (Manyika et al. 2011; Breuer et al. 2013). To get a feel for its size, it is estimated that Walmart collects more than...

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