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Advisor(s)
Abstract(s)
A descoberta de conhecimento em dados hoje em dia é um ponto forte para as empresas. Atualmente a CardMobili não dispõe de qualquer sistema de mineração de dados, sendo a existência deste uma mais-valia para as suas operações de marketing diárias, nomeadamente no lançamento de cupões a um grupo restrito de clientes com uma elevada probabilidade que os mesmos os utilizem.
Para isso foi analisada a base de dados da aplicação tentando extrair o maior número de dados e aplicadas as transformações necessárias para posteriormente serem processados pelos algoritmos de mineração de dados.
Durante a etapa de mineração de dados foram aplicadas as técnicas de associação e classificação, sendo que os melhores resultados foram obtidos com técnicas de associação.
Desta maneira pretende-se que os resultados obtidos auxiliem o decisor na sua tomada de decisões.
Nowadays the knowledge discovery in databases is an important factor for the enterprises. At the moment, CardMobili doesn’t dispose of data mining system, such a System would be an asset for the companies daily marketing operations, especially when handing out offers to a restrict group of clients with a high expectancy of usage. Thus, the data base application was analysed, attempting to extract as much data as possible and apply the necessary changes so that in the future it could be processed by the algorithms data mining. During the data mining stage combination and assortment techniques were applied and the best results were obtained with the association techniques. Thus, it’s intended that with the results obtained, the decision maker’s task will be eased.
Nowadays the knowledge discovery in databases is an important factor for the enterprises. At the moment, CardMobili doesn’t dispose of data mining system, such a System would be an asset for the companies daily marketing operations, especially when handing out offers to a restrict group of clients with a high expectancy of usage. Thus, the data base application was analysed, attempting to extract as much data as possible and apply the necessary changes so that in the future it could be processed by the algorithms data mining. During the data mining stage combination and assortment techniques were applied and the best results were obtained with the association techniques. Thus, it’s intended that with the results obtained, the decision maker’s task will be eased.
Description
Keywords
Descoberta de conhecimento Mineração de dados Operações de marketing Associação Classificação Knowledge discovery Data mining Marketing operations Association Assortment
Citation
Publisher
Instituto Politécnico do Porto. Instituto Superior de Engenharia do Porto