DATA ANALYTICS AND R

Jury Assignment
BY :
Gurnoor Kaur
Shlok Saxena
Snigdha Das
 R - PROGRAMMING

• R is a programming language and free software

 environment for statistical computing and graphics
supported by the R Foundation for Statistical Computing.
• The R language is widely used among statisticians and 
data miners for developing statistical software and 
data analysis.
APPLICATIONS FOR R PROGRAMMING
R IN FASHION INDUSTRY
 CREATING FASHION FINGERPRINTS USING R
FOR NEW YORK FASHION WEEK COLLECTIONS

• For New York Fashion Week, the New York Times used the idea of "Fashion Fingerprints",
distilling a designer's collections into small fragments highlighting the palette.
• Basically these pallets were used by New York Fashion Week to summarize the fashion
collection.
• By clicking through this palette an interactive version can be accessed where we can explore
each design, and scroll down to the bottom where we can see even greater distillation: each
designer represented as abstract color blocks, with colors represented from head to toe.
Some examples of fashion fingerprints featuring 2014 collections
shown during New York Fashion Week
• R user Giuseppe Paleologo who is a Mathematician and Quantitative Risk
Manager in New York noted that R is ideally suited to creating fashion fingerprints.
• In fact, it took him less than 10 minutes to create a prototype function in R, and less
than an hour to create a clean working function.
• The actual code is less than 20 lines, and can be used to process 2000 images in less
than a minute.
• Color is an important part of the ideas and trends that emerge during Fashion Week.
So using Paleologo’s idea of developing fashion fingerprint using R programming
helped The New York Times to display their entire New York Fashion Week
collection in palettes which summarized different sets of collections. Each look is
broken into a minimal stack of color bars, then combined to abstract the collection’s
hues.
THESE ARE SOME OF THE FASHION FINGERPRINTS MADE
FOR DIFFERENT BRANDS SHOWCASED IN NEW YORK
FASHION WEEK
 R USED BY ZARA DATA SCIENTISTS

• Zara manufactures huge volumes of clothing

for different demographics globally. When
something is at such a huge scale, something
as simple as size, body shape, color
preferences and quantity will vary greatly.
• So Zara uses help of data science
programmes like R programming to produce
the right quantity of products with minimize
wastage.
• Data Scientists gather purchase
behavior of consumers (in a specific
region) and slice it up in different
categories such as Age ,Gender ,Price
range, Popular /trending colors .etc.
• All the gathered information are then
fed to R by Zara data scientists to
predict the quantity and type of
clothing that’ll get sold in that
specific geography next season. This
model save them millions of dollars
by reducing the number of
overproduced products.
RETAIL STORES USING WIFI-SERVICE TO
EXTRACT DATA FOR RESHAPING STORE
LAYOUT ( USING R)
• Another area where data science has
significantly helped fashion retailers is in the
layout of its high-street shops.
• While it may sound a little strange, through
the store’s free wi-fi service, data scientists
track and use each customer’s connection to
determine a number of things.
• Further using these data, exclusively developed R code can tell, for
example, how long customers spend in the store, how often they come back,
and which sections they spend most of their time in.
• Using this information, data scientists inform shop managers on how to
shape the store layout, so that frequently purchased items can be placed in
optimum positions.
 Some examples of how R
could be used for advancement
in fashion industry
 R CAN BE USED TO DECIDE IDEAL PRICE FOR GARMENTS

• For each garment, the designers need to understand the prices the customer would be willing to
pay given the quality, style, popularity and the brand value. Data scientists can use average
previous sales data to generate suggested pricing using R programming .
• Data from competing brands can also be used to set prices which aren’t too high but still
contribute to good revenues.
 TURNING RUNWAY STYLES TO RETAILS
MERCHANDISE
• Many styles featured on the runway are not “wearable” in real-life. Trends on the runway are
exaggerated and too over-the-top for retail. The outfits need to be altered before they can be
showcased for sale in stores.
• For this purpose R programming language is a suitable for developing and training algorithms to
suggest which features to change like color, fabric, cut, length, combination, etc. which can ensure
that the product sells well when they hit the racks.
• Moreover each country/region has a different taste. Hence each product must be tweaked to suit the
local preferences. R programming language could result to be very handy for retail merchandise
sales especially when you are trying to target particular demographic category of population
 DECIDING COLOR FOR DIFFERENT
DESIGNS OF THE GARMENTS
• R programming language could be used in coming
future by the world of fashion to find the colors
preferred by the customers and to curate a best-selling
collection.
• The range of colors for a particular style, the
combination of colors purchased together, etc. can be
mined from sales data and online retail data.
• Many times customers purchase a piece of clothing in
one color and then exchange it for another. The data
from the returns/exchange can be used to create more
items of the preferred color.
 CROSS SELLING

• Cross-selling is a sales technique used to get a

customer to spend more by purchasing a product
that’s related to what’s being bought already.
CROSS SELLING VS UPSELLING
 CROSS SELLING IN APPAREL

• Cross selling concept in fashion is mostly applied for e commerce

sector
• For example if a customer buys a product ( eg kurthas) then they
will display other produts related to kurthas( eg leggings)
• So when a customer visits the site he/she tries to buy the 2 products
together.
• This concept is called cross selling
 MARKET BASKET ANALYSIS TO BOOST
SALES FOR CROSS SELLING -R
• Market basket analysis is based on the idea that a customer who buys product A is likely to buy
product B, too.
• The model seeks to find relationships among purchases — a customer who buys smartphone
likely needs headset
• Large retailers and enterprise ecommerce platforms often use modeling tools such as SAS, SPSS,
or data science packages for R or Python. 
• "Arules" package, which implement the Apriori algorithm used to find the most frequent
associations .
 EXAMPLE OF ASSOCIATION RULES

• Association Rules are widely used to analyze retail basket or transaction data, and are intended to identify strong
rules discovered in transaction data using measures of interestingness, based on the concept of strong rules.
• An example of Association Rules
• Assume there are 100 customers
• 10 of them bought milk, 8 bought butter and 6 bought both of them.
• bought milk => bought butter
• support = P(Milk & Butter) = 6/100 = 0.06
• confidence = support/P(Butter) = 0.06/0.08 = 0.75
• lift = confidence/P(Milk) = 0.75/0.10 = 7.5
• For smaller data set it is easily to identify the relationships for analysis for larger is done using R software
• Support:“Support” is the percentage of transactions that have product A and product B. The
higher the number, the greater the frequency. 

• “Confidence” calculates the probability of someone purchasing products A and B together. The
higher the number, the higher the chance that someone who has purchased product A will
purchase product B.

• “Lift” summarizes the association between products. The larger the lift, the greater the
association of the two products. Lift is an easy way to make decisions, versus support or
confidence.
 SAMPLE DATA FOR ASSOCIATION RULES

• The Apriori algorithm generates association rules for a given

data set. An association rule implies that if an item A occurs,
then item B also occurs with a certain probability.

•  Each transaction shows items bought in that transaction.

 EXAMPLE OF GENERATED ASSOCIATION
RULE(BAKERY SHOP)

• Like this example R is applied for finding the relationship between clothing
products too .
• Companies like amazon and flipkart use this strategy to enhance their products
 AMAZON USING R FOR MBA

• amazon uses R for anticipating customer purchase

decision
• they use R for analysing the customer transactions
and find the relationships between products
CROSS SELLING IN AMAZON USING R
 SENTIMENT ANALYSIS

• Sentiment analysis is the interpretation and classification of

emotions (positive, negative and neutral) within text data
using text analysis techniques.
•  Sentiment analysis allows businesses to identify
customer sentiment toward products, brands or services in
online conversations and feedback
 USING TWITTER SENTIMENT ANALYSIS
(WALMART VS AMAZON)
Using R we can do
sentiment analysis
of 2 brands and find
consumer
preception and
opinion towards the
brand
 GOOGLE VS AMAZON

 its observable that Google has a positive impact on the consumers and is extremely trusted by them.

 its observable that the E-Commerce giant, AMAZON has maximum tweets being positive and similar to google
has won the trust of consumers. Apart from these there is a notable amount of joy among their customers.
 HOW SENTIMENT ANALYSIS CAN BOOST
ECOMMERCE WEBSITE
•  Consumers are leaving their opinions about products they are considering, items they have
bought or services they are using.
• Sentiment analysis allow retailers and brands alike to understand the opinions of consumer
feedback and User Generated Content.
• Is it negative or positive?
• What is the context of their opinion?
• Are they talking about the product or just a feature within the product?
• Developments in text and sentiment analysis now allow us to understand not only the context
and emotion of a large number of opinions but also analyze these opinions for specific aspects
• Shop.com, for example, is using sophisticated sentiment analysis and Artificial Intelligence
technologies to analyze online opinions about the products they sell.
• These opinions are then displayed on product pages and across the site and are turned into
actionable insights & recommendations.
• Crucial for any product research, shoppers can now find the answers according to their own
specific needs.
  BENEFITS FOR ONLINE RETAILERS WHEN
USING SENTIMENT ANALYSIS
• Process large amounts of online opinions automatically from numerous sources
•   Display UGC on your retail website showing actionable insights for shoppers
•   Provide a deeper level of understanding than just star ratings
•   Increase the number of opinions that can be collected by analyzing and extracting multiple
opinions for each feedback source
 ADVANTGES OF R PROGRMMING
 R is an open-source programming language
 R provides exemplary support for data wrangling.
 R has a vast array of packages.
 R facilitates quality plotting and graphing
 R is highly compatible and can be paired with many
other programming languages like C, C++, Java, and
Python.
 R is a platform-independent language.
 Eye-Catching Reports
 Statistics
 DISADVANTAGES

Weak Origin
R lacks basic security. This feature is an essential part of most programming languages like Python.
Because of this, there are several restrictions with R as it cannot be embedded into a web-application
R is not an easy language to learn. It has a steep learning curve. Due to this, people who do not have
prior programming experience may find it difficult to learn R.
R packages and the R programming language is much slower than other languages
like MATLAB and Python.
The algorithms in R are spread across different packages. Programmers without prior knowledge of
packages may find it difficult to implement algorithms.