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Bc. Terézia Ludhová

Master's thesis

Analýza hodnoty zákazníka pomocí data miningu

Customer value analysis using data mining
Abstract:
Thesis Analysis of customer value using Data mining focuses on the segmentation of customers in a selected company and the application of conceptual marketing strategies to thriving clusters of customers and partners. The theoretical part describes the relationship between Customer Relationship Management and Customer Lifetime Value, the process of segmentation and Data mining techniques - clustering …more
Abstract:
Diplomová práca Analýza hodnoty zákazníka pomocou Data miningu sa zaoberá segmentáciou zákazníkov vo vybranej spoločnosti a aplikovaním koncepčných marketingových stratégií na prosperujúce zhluky zákazníkov a partnerov. V teoretickej časti je priblížený vzťah medzi Customer Relationship Managementom a Celoživotnou hodnotou zákazníka, proces segmentácie a techniky získavania znalostí - klastrovanie …more
 

Keywords

Segmentácia zákazníkov získavanie znalostí K-means algoritmus vážený RFM model Customer segmentation Data mining K-means algorithm weighted RFM model
 
Language used: Slovak
Date on which the thesis was submitted / produced: 15. 5. 2020
Identifier: https://is.muni.cz/th/brhh5/

Thesis defence

  • Date of defence: 24. 6. 2020
  • Supervisor: doc. Ing. Radoslav Škapa, Ph.D.
  • Reader: Ing. Mgr. Michal Krčál, Ph.D.

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Institution archiving the thesis and making it accessible: Masarykova univerzita, Ekonomicko-správní fakulta
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Masaryk University

Faculty of Economics and Administration

Master programme / field:
System Engineering and Informatics / Business Informatics

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