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Abstract(s)
O projecto apresentado surgiu no âmbito de uma proposta de investigação da Católica Porto Business School. Cada vez mais, os sistemas de informação fazem parte do desenvolvimento das empresas e a Farmácia Gaia Jardim procurou evoluir nesse sentido e utilizar a sua base de dados para desenvolver a sua relação com os clientes. Assim, neste trabalho pretendeu-se estabelecer estratégias de cross-selling através do uso de ferramentas de marketing analítico, nomeadamente data mining. De um modo geral, esta análise aos dados da farmácia permitiu um maior conhecimento sobre os seus clientes. Mais concretamente, este trabalho permitiu a identificação dos segmentos de clientes com base na frequência de visitas à fármacia e o valor médio gasto e a criação de regras de associação entre produtos para estabelecer as estratégias de cross-selling mais adequadas para cada segemento de clientes da farmácia.
The presented project is developed in the scope of a research proposal from Católica Porto Business School. Information systems are becoming of increased importance to the development of companies. Gaia Jardim Pharmacy is taking this fact into consideration and using its data base to develop their relationship with their customers. Therefore, in this paper we aimed at creating cross-selling strategies through of the use of analytic marketing tools, as data mining. In general, this analysis enabled to obtain a more detailed knowledge about the customers of the pharmacy. uMore specifically, this study enabled the identification of segments of customers and finally on the identification of association rules between the products which allows the pharmacy to definethe most adequate cross-selling strategies for the segments of customers identified.
The presented project is developed in the scope of a research proposal from Católica Porto Business School. Information systems are becoming of increased importance to the development of companies. Gaia Jardim Pharmacy is taking this fact into consideration and using its data base to develop their relationship with their customers. Therefore, in this paper we aimed at creating cross-selling strategies through of the use of analytic marketing tools, as data mining. In general, this analysis enabled to obtain a more detailed knowledge about the customers of the pharmacy. uMore specifically, this study enabled the identification of segments of customers and finally on the identification of association rules between the products which allows the pharmacy to definethe most adequate cross-selling strategies for the segments of customers identified.
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Keywords
Cross-selling Marketing analítico Customer relationship management Clustering Analytical marketing