Frank Wartenberg

Comparing Proposals for the Solution of Data Analysis Problems in a Knowledge-Based System

In a knowledge-based system, which aims at supporting persons who are interested in the analysis of special data, the problem can arise that a whole set of proposals is generated in answer to a question of a user. Such proposals are based on appropriate interconnections between user wishes, available original data as well as derived data obtained by application of adequate methods, the methods mentioned, and data analysis objectives. We use graphical visualizations of proposals to outline how the system would cope with the underlying situation.In this paper, special attention is paid to the concept of knowledge-based comparisons of proposals when propagation of certainty factors is used for a-priori judgments of proposals generated (before suggested proposals are performed). After-wards, a-posteriori judgments of proposals considered (after solutions have been computed by application of selected proposals) can be based on goodness of fit criteria derived from chosen outputs.

Computergestützte regaloptimierung im einzelhandel

Die optimale Aufteilung von Regalflächen zwischen konkurrierenden Produkten ist ein zentrales und regelmäßig wiederkehrendes Problem des Einzelhandels. Die für diesen Zweck zum Einsatz kommenden kommerziellen Software-Pakete basieren teilweise auf kennzahlengestützten Heuristiken und liefern Hilfestellungen bei der „manuellen“ Optimierung verfügbarer Verkaufsflächen. In der vorliegenden Arbeit wird vor dem Hintergrund eines literaturbasierten Überblicks über bekannte Ansätze zur Regaloptimierung über die eigene Software REOP (REgalOPtimierung) berichtet, mit der mittels ganzzahliger, nichtlinearer Optimierung eine systematische Verbesserung der Regalflächennutzung unter Berücksichtigung von den Produktabverkauf beeinflussenden Erklärungsvariablen ermöglicht wird.

Segment-Specific Aspects of Designing Online Services in the Internet

The success of Internet services depends on, e.g., the identification and description of relevant user segments and efforts to establish segment-specific attraction. In contrast to other Internet surveys the approach discussed here takes into consideration behavioral aspects of potential users related to the design of online services in the World Wide Web (Web for short). Preference data have been collected using a technical realization of online pairwise comparisons of selected homepages together with association data concerning indicators for homepage valuation and data on attitudes towards Web site features. Segment-specific results concerning Web site design aspects will be reported.

Positioning Analysis Using Knowledge-Based Support

We present knowledge-based support for positioning analysis applications. It is shown how knowledge about user wishes, positioning analysis objectives, and the input/output behavior of methods can be combined in order to provide substantial support for the analysis of survey data. We describe how such knowledge is represented and processed in the knowledge-based marketing data analysis system WIMDAS-PS (WIssensbasiertes Marketing-DatenAnalyse-System zur Positionierungs-und Segmentierungsanalyse) and use a sample consultation session for demonstration purposes.

Repositionierung eines antibakteriellen Arzneimittels

Im vorliegenden Beitrag wird erlautert, wie mit Hilfe der Conjointanalyse in einem pharmazeutischen Zielmarkt die Repositionierung eines antibakteriellen Arzneimittels vorbereitetwurde. Zum Einsatz kommt die individuelle Hybrid-Conjointanalyse (IHCA), eine Verfahrensvariante, die es – wie die adaptive Conjointanalyse – ermoglicht kompositionelle und dekompositionelle Befragungsdaten gemeinsam auszuwerten. Gezeigt wird, wie man auf Basis von Simulationsrechnungen die Kommunikationsstrategie fur das eigene Produkt erfolgreich verandern kann: Durch den Ausendienst werden nur noch diejenigen Wirkkomponenten angesprochen/beworben, die das Wahlverhalten eines Arztes bei der Verordnung besonders stark beeinflussen.

Integrating an OR Model Base into a Knowledge-Based System for Marketing Data Analysis

This paper describes how developments originating from the WIM- DAS (Wissensbasiertes Marketing-DatenAnalyse-System) project can be enhanced by the integration of capabilities to incorporate knowledge about optimization models and methods from the Operations Research area. While in WIMDAS emphasis was laid on knowledge-based support for (marketing) data analysis this paper explains how proposals for a combined usage of optimization models and data analysis methods can be generated. The WIMDAS-Shell is used as a basis to implement support for the enhancements mentioned. The proceeding will be illustrated by an example from the sales force management area.