Business Insight

STARDUST


       - "Stardust" is part of the "TIMi suite".


Let's assume that you want to make a large marketing campaign that will address your customers in 4 different ways. There will be four different messages delivered to your customers. Typically, there will be a first message that is tailored to please the "young, poor adults", another one that adresses the "old, rich persons", and so on... Each message should be especially customized to address a different segment of your customers. You thus have to "cut" all your customers in different segments and thereafter finds the key characteristics that are separating each segments from the others.
Stardust allows you to easily segment your customer base in a few minutes by using the most advanced "state-of-the-art" segmentation methodology.

StarDust allows you to visually explore in real-time, on your computer screen, the entire studied population. The rendering of the 3D display is performed using hardware-accelerated OpenGL libraries. These high-performance libraries allow the smooth display of millions of customers in real time.

Stardust video tutorials:

  • Video 1: Theoretical Introduction to the "PCA technique" - part 1
  • Video 2: Theoretical Introduction to the "PCA technique" - part 2
  • Video 3: How to create a segmentation model ?
  • Video 4: How to describe each segment from a business perspective ?
A powerful visualization engine is very important inside a segmentation tool (in opposition to a software that creates predictions/classifications). Indeed, in a segmentation analysis, the only way to validate the segments that you are creating is to "visualize" them. This is why Stardust offers a real-time visualization of your results thanks to an engine that uses the latest advances in 3D hardware accelerated rendering. No other datamining software offers similar functionnalities, even remotely.

The analytical engine of StarDust creates high-quality segmentation on large databases of several gigabytes in a few minutes. Stardust can easily process databases containing millions of customers.
Stardust

This visual exploration allows you to:

  • Find interesting figures about your customers and data:
    • Detect (multivariate) Outliers and non-valid data.
    • Find Segments of customers having similar behaviour.
    • Validate from a business-perspective the different segments using intuitive bar-charts easily comprehensible by a business-user.
    • Automatically create HTML reports that includes many charts and histograms that explains from a business-perspective your different segments.
    • Discover hidden multivariate patterns inside your data.
    • Explain in more details the profile of your targets, as generated by the binary classification tool.
  • Create "Segmentation Models" that you can use later on to:
    • Select automatically a subset of the population that is used to construct a (binary or continuous) predictive model.
    • Project automatically the segmentation on a updated and/or larger apply dataset.
  • Perform text-mining analysis of a corpus of documents: you can automatically find the different "Themes" of the text-documents (using LSI: latent semantic indexing) and automatically assign any new document to a "theme".

Nearly anybody can easily creates accurate predictive models using TIMi. The creation of a segmentation model with StarDust, is a little bit more complex because the user must visually validate all the segments from a business-point-of-view. Thus, StarDust requires more analytical knowledge than TIMi , that is fully automated. StarDust is unfortunately not as "user-friendly" as TIMi and a small formation is required before using StarDust (see videos). ... but don't be frightened! it's easy!

The analytical engine of Stardust is very versatile because it integrates many small algorithms classically used for segmentation analysis, such as: PCA algorithm, quantile-recoding algorithm, ??Minimum spanning tree?? algorithm, many variation of the ??ward's algorithm ??, many variation of the ??K-Means?algorithm ?, etc. You can also use many distance-definitions: Pearson-Distance, Cosine-Distance, Euclidean-Distance, etc. All these algorithms and options are at a few mouse-clicks from you!

With StarDust, a segmentation-analysis has never been so fast and easy!


Stardust unique added value

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