ÂÜÀòÉç¹ÙÍø

DMEF Teaching Data Set

Introduction

The Direct Marketing Educational Foundation has released a teaching data set with 13 million records from 2.5 million households with purchases from hundreds of different companies

 : : : Posting

: : teaching

DMEF announces the availability of a new data set for classroom teaching from a cooperative database company. Compiling household purchasing data from hundreds of companies, this data set contains nearly 2.5 million households from the overall 13+ million-record database, spanning from January 2005 through December 2007, including extracted order and line item records. Reference tables with product area and major category descriptions, and records with the ZIP Code of each household are provided. Using the extracted data sample, students could be asked to address marketing issues such as:

  • Developing and comparing predictive models for housefile marketing selections.
  • Building new customer acquisition selection systems. Students could be asked to focus on a particular participant company and find ways to use the database information to predict which households will become new customers.
  • As companies examine market trends by merchandise category to develop merchandising strategies, students could use the data set to understand trends affecting businesses.
  • Identifying affinities among participant companies; that is, which companies appeal to many of the same households and are, therefore, possible competitors.
  • Tracking and comparing customer sales value over time, switching channel loyalty over time, and / or seasonality issues.

NEXT STEPS: If you wish to have access to the dataset, you may do so as follows:

  1. Full-time faculty may join the DMEF Professors’ Academy, which provides online access to DMEF datasets along with a host of other benefits. Visit and click the Professors Academy link for details.
  2. Adjuncts and doctoral candidates who teach database, marketing and related courses may purchase the data set by contacting Jnesler@directworks.org . An order form will be sent upon request.
  3. A signed Non-Disclosure Agreement is required for working with DMEF data sets. Professors’ Academy members may request an NDA and non-members, if eligible, will receive an NDA form once they have placed their order.

If you know of anyone who may be interested in working with this data set (for classroom instruction only), please feel free to forward this information to them.