Monday, May 24, 2010

Good article on Kroger card data mining

For example, 40% of all U.S. households have one of Kroger’s loyalty cards.

Mining the data for Kroger is dunnhumbyUSA, a downtown Cincinnati firm in which the nation’s largest grocery chain owns a 50 percent stake.

Stuart Aitken, dunnhumbyUSA’s chief operating officer, refers to data mining as consumer insights.

"We’re looking for the motivations and the understanding behind what consumers do and buy," he said. "Essentially what you’re looking to do is reward the behavior you seek."

Over 330 dunnhumby employees crunch numbers on a daily basis trying to identify the people Kroger wants in its stores as much as possible.