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...