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Publication
Database marketing: bases de dados de clientes
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| 1.29 MB | Adobe PDF |
Authors
Advisor(s)
Abstract(s)
Neste trabalho pretende-se extrair informação de base de dados de clientes recorrendo a duas métricas, o RM (Recentidade/valor Monetário) e o LTV ("Life Time Value") individual. Faz-se a
comparação entre o LTV individual e o RM, para auxiliar na tomada de decisões. O tratamento e a preparação dos dados em Access são efectuados em SQL obrigando à criação de várias consultas. O desenvolvimento de uma "interface" atraente em Excel e a conjugação de todo o sistema foi possível graças ao código Visual Basic. O resultado final é um Sistema de Apoio à
Decisão onde o utilizador não necessita de ter conhecimentos de estatística nem de Microsoft Office – basta iniciar o aplicativo, fazer selecções simples e analisar os resultados exibidos.
In this work we intend to extract information from the database of customers using two metrics, RM (Recency/Monetary value) and the individual LTV (Life Time Value). We make a comparison between the individual LTV and the RM to aid in decision making. The processing and data preparation are carried out in Access SQL forcing the creation of multiple queries. The development of an attractive interface in Excel and the combination of the entire system was possible thanks to Visual Basic. The end result is a Decision Support System where the user needs no knowledge of statistics or of Microsoft Office – it's only necessary to launch the application, make simple selections and analyze the displayed results.
In this work we intend to extract information from the database of customers using two metrics, RM (Recency/Monetary value) and the individual LTV (Life Time Value). We make a comparison between the individual LTV and the RM to aid in decision making. The processing and data preparation are carried out in Access SQL forcing the creation of multiple queries. The development of an attractive interface in Excel and the combination of the entire system was possible thanks to Visual Basic. The end result is a Decision Support System where the user needs no knowledge of statistics or of Microsoft Office – it's only necessary to launch the application, make simple selections and analyze the displayed results.
Description
Keywords
Database marketing Segmentação clientes Sistemas de apoio à decisão Database marketing Customer segmentation Decision support systems
Citation
Carreira, Luís - Database marketing: bases de dados de clientes. "Revista de Ciências da Computação" [Em linha]. ISSN 1646-6330. Vol. 6, nº 6 (2011), p. 49-60
Publisher
Universidade Aberta