AgendaObjectiveK-means clustering implementationEmergent Clusters and propertiesBusiness advantage for B&C fast-food chain.Strategy: “Healthier” segmentsAppendix: Rapid-miner implementation
Analytics on “junk” food !!!!B&C fast-food chain is redefining its position in the
market from a “junk-food bar” to a Pro-health restaurant using Analytics.
B&C is losing it’s market share to SW as customers feel it’s unhealthy and contains fat and unwanted calories.
Innovative Approach B&C have decided to keep their menu unchanged and be
a seller of “Health & Taste”. It engaged a team of nutritionist and food experts to
analyse it’s product’s nutrients/mg. Innovative couponing and marketing strategy. Dataset: http://www.uni-koeln.de/themen/statistik/data/cluster
Data set and AlgorithmAttributesthe nutrients/mg value of
each item is analysed in the table.
Calories in k-cal Fat content. protein in grams. Calcium in mg. Iron(mg)K-Means clusteringMetric-Euclidean
Distance
Strategy#1:Retain Loyal customersCustomer datai.BMI
ii. Life-style
chronic problems
iii. Transaction historyiv. Market Surveys
v Innovative
meal plans
vi. Coupons
vii. Energy
SpendingViii .
Dietary preferenc
es
Data driven health initiati
vesFood
Clusters
Increased
market share
By health
advantage.
Strategy#2: Public relations and compliance Identify scientific gaps through the collation and review of food
and nutrient consumption data. Utilization and evaluation of dietary guidance that include Food
Based Dietary Guidelines (FBDG) Behaviour modification approaches for public health
improvement. Health intervention programs for Loyal customers. Develop further products by deep dive analytics with customer
preferences and Nutri-genomics for teenagers and Elderly. Food Fortification Task Force New Food Technologies Task Force
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