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Data Mashups & Correlation using Excel & Power BI
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Analyzing Correlations between Sales, Marketing and
Demographic Data
ShiSh
Retail Industry Solutions Director
Microsoft Corp
Twitter: @5h15h
LinkedIn: http://linkedin.com/in/shishs
Contact
Info
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Presentation
Source: http://xkcd.com/552/
The coffee hour that's best for blood sugar
Eating pizza 'cuts cancer risk'
The Oprah Effect
Image owner: jayfarm1980
Shared using Creative Commons from LINK
Beer & Football
Beer & Diapers
Image owner: ocbeejay
Shared using Creative Commons from LINK
•Watch out for Bias
•Check for Patterns, not Single Matches
•Check Multiple Sources of Information
Source: http://blog.8thandwalton.com/2013/02/correlation-is-not-causation-even-in-retail-link/
Correlation is not Causation
How Target Figured Out A Teen Girl Was
Pregnant Before Her Father Did
Shopping Patterns Reflect Life Changes
Data from Sales Corelated to Birth Registry to determine patterns
Attempt to get better customer insights & predict what customers want before they tell you
Example Scenario: Listening to the Voice of the Customer
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1995 1996 1997 1998 1999 2000 2001 2002
Sales Forecast
Traditional Cameras Digital Cameras
Extrapolated Forecast Actual Data
Data Brokers
Data Markets
2. Create a Yelp Account and Get an
API Key
1. Download the Power BI Excel Addins for Excel 2013 from http://bit.ly/135AXcs
Some of the APIs you can use for getting Correlation Data
Demographic data from Azure Data Market
Source for Seattle City Data
http://api.yelp.com/business_review_search?term=Sta
rbucks&location=Seattle&ywsid=YourAPIKey
Use From Web
Seattle Area Starbucks Foursquare CheckIns Visualized using Heatmaps via Excel, Power
Query and Power Map
This Starbucks in Kent, WA has the most Foursquare activity
Seattle area GrouponDeals visualized using Excel, Power Query &
Power Map
Analysis of QFC &
Safeway in Seattle
Correlate Demographic data for each store
location
Hipster Alert Data Acquired using Power
Query from Yelp & visualized with Power Map
in Excel 2013
Public Parking Data Obtained from
http://data.seattle.gov Restaurant Data from Yelp
Correlation Coefficient
Quick Reference for calculation Pearson's Correlation Coefficient : http://bit.ly/1depeRL
• Impact of Weather on Sales
• How does the average age / income / education impact sales of specific
categories
• How does changes in gas price impact specific retail categories and
segments
• How does changes in unemployment rate affect retail categories
Data Analysis Toolpak enables calculation of Correlation
Coefficient in Excel
Key Influencers• Uses Naïve Bayes Data Mining Algorithm
Data Mining Addins for Excel
Resources
• Power BI Downloads: http://office.microsoft.com/en-us/excel/power-bi-FX104080667.aspx
• Yelp API: http://www.yelp.com/developers
• Foursquare API: https://developer.foursquare.com/
• Apigee : http://www.apigee.com
• Windows Azure Marketplace: https://datamarket.azure.com/
• The ShiSh List: http://blogs.msdn.com/shishirs
• Twitter: http://twitter.com/msretail
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