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Track: Marketing Analytics

An Analysis of Auto-Repair Bundle Packages using Market Basket Tools

Wednesday, April 14, 1-1:40pm EDT

We use auto repair order data and association rule tools to discover unexploited services and products that car manufacturers can bundle with already existing marketing campaigns. Our sample consists of over 11 million vehicles, 26.4 million repair orders and 80.3 million operational codes among several US car dealerships. We divide our among vehicles that are 0-3 years-old, which are typically considered to be within warranty, and older cars, those between 4-6 years-old, and find that lift maximizing rules vary depending on the age of the car.

Laureano Gomez image

Laureano Gomez

Laureano Gomez

Vice President of Advanced Analytics at Epsilon

Laureano Gomez is Vice President of Advanced Analytics at Epsilon, a division of Publicis Groupe. He has over two decades of experience in data analytics, predictive modeling, marketing mix models, segmentation, and data science. Laureano specializes in applying cutting edge technology and data science approaches to solve marketing problems.