Publication: Desarrollo de un nuevo modelo RFM lingüístico difuso personalizable según las preferencias y consumo de los clientes, catálogo de productos y estrategia de marketing: aplicación en retail
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2022-04-20
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Universidad Complutense de Madrid
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Abstract
El análisis de datos en los departamentos de marketing y ventas es ya una necesidad para cualquier empresa que quiera incrementar su cuota de mercado y asegurar su supervivencia. La recopilación, análisis y posterior interpretación de los datos es fundamental para poder definir correctamente la estrategia de la empresa y conocer exactamente qué acciones están funcionando y cuáles necesitarán ser revisadas. La ciencia de datos ofrece una gran cantidad de posibilidades y ventajas competitivas a las empresas como son, el conocimiento de la base de clientes, saber quiénes son, qué compran, cómo lo compran, o si están activos o abandonando el negocio. Esta información, permitirá ajustar la comunicación para llegar a cada cliente con el mensaje que necesita recibir, en el momento en que más receptivo esté y con la oferta lo más personalizada posible para cada uno de ellos. Debido al proceso de digitalización en que estamos todos inmersos, la oferta de producto se ha hecho mucho más amplia, el cliente es mucho menos fiel a las marcas y tiene más poder que nunca. Sus expectativas son muy altas y demanda servicios y productos de mucha calidad cada vez más personalizados. Los comercios minoristas, (retailers), se mueven en un entorno turbulento y necesitan acercarse a su cliente para asegurar su supervivencia y progreso, teniendo siempre en cuenta su producto o servicio como nexo clave en dicho proceso de acercamiento. Conocer los perfiles de los clientes y gestionar la métrica conocida como valor del cliente, permitirá detectar en qué momento de su ciclo de vida con la empresa se encuentran y desarrollar propuestas de valor centradas en su captación, activación, desarrollo y retención según convenga en cada momento...
In the marketing and sales departments, data analysis is already a necessity for any company that wants to increase its market share and ensure its survival. The collection, analysis and subsequent interpretation of the data is essential to be able to correctly define the company's strategy and know exactly which actions are working properly and which ones need to be reviewed.Data science offers many possibilities and competitive advantages to companies such as knowledge of the customer base, knowing who they are, what they buy, how they do it, what their level of activity is or whether they are disengaging from the business. This information will allow to adjust the communication channel to be able to reach each customer with the best message, at the right moment and with an offer that is as customized as possible for each one of them.Due to the digitalization process in which we are all immersed, the product offer has become broader, customers are less loyal to brands and have more power than ever. They have very high expectations and demand high-quality and increasingly customized services and products. Retailers move in a turbulent environment and need to get closer to their customers to ensure their survival, always keeping in mind their products as key points to increase this proximity. Knowing the customer profiles and managing the metric known as customer lifetime value will allow to control the customer lifetime cycle and develop good proposals to achieve customers’ acquisition, activation, development and retention...
In the marketing and sales departments, data analysis is already a necessity for any company that wants to increase its market share and ensure its survival. The collection, analysis and subsequent interpretation of the data is essential to be able to correctly define the company's strategy and know exactly which actions are working properly and which ones need to be reviewed.Data science offers many possibilities and competitive advantages to companies such as knowledge of the customer base, knowing who they are, what they buy, how they do it, what their level of activity is or whether they are disengaging from the business. This information will allow to adjust the communication channel to be able to reach each customer with the best message, at the right moment and with an offer that is as customized as possible for each one of them.Due to the digitalization process in which we are all immersed, the product offer has become broader, customers are less loyal to brands and have more power than ever. They have very high expectations and demand high-quality and increasingly customized services and products. Retailers move in a turbulent environment and need to get closer to their customers to ensure their survival, always keeping in mind their products as key points to increase this proximity. Knowing the customer profiles and managing the metric known as customer lifetime value will allow to control the customer lifetime cycle and develop good proposals to achieve customers’ acquisition, activation, development and retention...
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Tesis inédita de la Universidad Complutense de Madrid, Facultad de Estudios Estadísticos, leída el 25-01-2022