Interaction of descriptive and predictive analytics with product networks: The case of Sam's club
Year: 2019
Type: dissertation
Abstract: Due to the fact that there are massive amounts of available data all around the world, big data analytics has become an extremely important phenomenon in many disciplines. As the data grow, the need for businesses to achieve more reliable and accurate data-driven management decisions and to create value with big data applications grows as well. That is the reason why big data analytics becomes a primary tech priority today. In this thesis, initially we used a two-stage clustering algorithms in the customer segmentation setting. After the clustering stage, the customer lifetime value (CLV) of clusters were calculated based on the purchasing behaviors of the customers in order to reveal managerial insights and develop marketing strategies for each segment. At the second stage, we used HITS algorithm in product network analysis to achieve valuable insights from generated patterns, with the aim of discovering cross-selling e ects, identifying recurring purchasing patterns, and trigger products within the networks. This is important for practitioners in real-life application in terms of emphasizing the relatively important transactions by ranking them with corresponding item sets. From practical point of view, we foresee that our proposed methodology is adaptable and applicable to other similar businesses throughout the world, providing a road map for the potential applications
Source: Sabanci University
Author: Berna Ünver
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: green
OpenAlex ID: W3114480778