Interaction of descriptive and predictive analytics with product networks: The case of Sam's club

Ünver, Berna (2019) Interaction of descriptive and predictive analytics with product networks: The case of Sam's club. [Thesis]

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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
Item Type: Thesis
Uncontrolled Keywords: Two-stage clustering analysis. -- CLV. -- Customer segmentation. -- Product network analysis. -- HITS algorithm. -- İki aşamalı kümeleme analizi. -- Müşteri yaşam süresi değeri. -- Müşteri segmentasyonu. -- Ürün ağı analizi. -- HITS algoritması.
Subjects: H Social Sciences > HD Industries. Land use. Labor
Divisions: Sabancı Business School
Sabancı Business School > Management and Strategy
Depositing User: IC-Cataloging
Date Deposited: 26 Aug 2019 13:14
Last Modified: 26 Apr 2022 10:30

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