Browsing by Author "Silva, Fernando José Cardoso da"
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- Exploração de técnicas de inteligência Artificial para personalização e otimização de campanhas omnicanal no Retalho AlimentarPublication . Silva, Fernando José Cardoso da; Ramos, João Ricardo MartinsThe increasing digitalization in the food retail sector, coupled with the evolution of consumer preferences, demands innovative solutions for personalization and integration of omnichannel campaigns. This thesis explores the use of clustering algorithms and LLMs (Large Language Models) to create a data-driven approach that improves campaign efficiency and increases customer loyalty and ROI (Return On Investment). The research focuses on developing a framework that integrates dispersed customer behavior, profile, and campaign data, segments customers using clustering algorithms based on variables such as interaction value and time to purchase, applies predictive models to estimate conversions and validate decisions, generates personalized messages with LLMs adapted to segment, campaign type, and channel, and optimizes campaigns by analyzing ROI, average cost per conversion, and engagement. Unlike previous studies that separately analyze aspects such as segmentation or personalization, this approach integrates robust techniques to create holistic solutions adapted to the consumer's omnichannel journey. The CRISP-DM methodology was adopted to ensure rigor, scalability, and efficiency in data analysis, allowing to overcome challenges such as information fragmentation and lack of integration between channels. The results demonstrate that the proposed framework not only improves the customer experience but also increases operational efficiency and ROI, creating significant competitive advantages for retailers. The integration of AI technologies emerges as a critical solution to overcome traditional limitations, providing real-time personalization, predictive analysis, and operational efficiency. This thesis contributes to the advancement of knowledge about AI in omnichannel marketing, offering practical and theoretical solutions for a constantly evolving sector, positioning food retail as an example of customer-centered innovation.