Využití metod data miningu v marketingu
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Date
2021-06-17
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Abstract
Tato diplomová práce se zabývá možnostmi využití data miningu v marketingu. Cílem práce je analyzovat rozsáhlá data internetového obchodu pomocí dataminingové metody CRISP-DM a z toho vyvodit závěry, které budou dále prezentovány e-shopu. Výpočty a grafické interpretace budou provedeny převážně v Excelu a MATLABu. Práce se věnuje datové problematice, data miningu, včetně možností jeho zneužití, dále pak dataminingovým metodám (CRISP-DM, SEMMA, 5A) a internetovému marketingu, který zahrnuje i CRM systémy. Výsledky data miningu jsou přehledně graficky interpretovány a následně i sumarizovány. V závěru práce jsou poskytnuta marketingová doporučení, kterými by se měl e-shop zabývat, pokud si chce nejenom udržet stávající klientelu, ale také posílit svoji pozici v zahraničí.
This diploma thesis deals with the possibilities of using data mining in marketing. The aim of the work is to analyse extensive data of e-commerce using the data mining method CRISP-DM and to draw conclusions from it, which will be further presented in the e-shop. Calculations and graphical interpretations will be performed mainly in Excel and MATLAB. The work deals with data issues, data mining, including the possibility of its misuse, as well as data mining methods (CRISP-DM, SEMMA, 5A) and Internet marketing, which includes CRM systems. The results of the data mining are clearly graphically interpreted and subsequently summarized. At the end of the thesis, marketing recommendations are provided, which the e-shop should deal with if it wants to not only retain its existing clientele, but also strengthen its position abroad.
This diploma thesis deals with the possibilities of using data mining in marketing. The aim of the work is to analyse extensive data of e-commerce using the data mining method CRISP-DM and to draw conclusions from it, which will be further presented in the e-shop. Calculations and graphical interpretations will be performed mainly in Excel and MATLAB. The work deals with data issues, data mining, including the possibility of its misuse, as well as data mining methods (CRISP-DM, SEMMA, 5A) and Internet marketing, which includes CRM systems. The results of the data mining are clearly graphically interpreted and subsequently summarized. At the end of the thesis, marketing recommendations are provided, which the e-shop should deal with if it wants to not only retain its existing clientele, but also strengthen its position abroad.
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Data mining, Analýza dat, Databáze, Data, Online marketing, E-shop, Data mining, Data analysis, Databases, Data, Online marketing, E-shop