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Data Mining in Customer Relationship Management: The Case of a Major Logistic Company

Autor práce: Nekvapil, Viktor
Typ práce: Diplomová práce
Vedoucí práce: Rauch, Jan
Osoba oponující práci: Šimůnek, Milan

Informace o vysokoškolské kvalifikační práci

Název práce: Data Mining in Customer Relationship Management: The Case of a Major Logistic Company
Typ práce: Master thesis
Jazyk práce: English
Abstrakt: The thesis addresses possibilities of deploying the open source data mining system LISp-Miner in the customer relationship management (CRM), specifically in the area of lead management. This is basically a process of finding information about potential customers, qualifying those customers according to their potential (future value), and turning the selected potential customers to real customers. The data used includes the records concerning the lead management of a major logistic company operating worldwide (the company wanted to stay in anonymity). The data is analysed using the LISp-Miner system which is an academic software developed at the Faculty of Informatics and Statistics at the University of Economics, Prague. The thesis also pays attention to the collaboration with the business experts of the company which provided the data. The principle aim of the thesis is to provide information contributing to the possible change of internal processes of the company. Further aims are to propose directions of the use of the LISp-Miner system when solving a similar data mining task, and propose a simple and understandable way how to present the results. The aims have been achieved by doing the analysis in compliance with the CRISP-DM Methodology. The asset of the thesis is the description of the whole project which includes the analysis of real data using the LISp-Miner system. Further result of the thesis is the description of the lead management domain. Finally, the thesis offers the instructions and recommendations for future similar projects. Section I outlines the LISp-Miner system and its procedures. Section II - A case study describes the process of analysing the data. Two cycles ("iterations") of the analysis were performed. The chapters devoted to the both iterations have been structured according to the phases of the CRISP-DM Methodology. Section III summarises the observations gained during the entire project. Moreover, it gives recommendations and instructions for the application in case a similar project of the data analysis using the LISp-Miner system is designed.
Klíčová slova: LISp-Miner; data mining ; lead management; customer relationship management; CRM

Informace o studiu

Studijní program a Studijní obor: Aplikovaná informatika/Znalostní technologie
Typ studijního programu: Magisterský navazující studijní program
Jméno přidělované hodnosti: Ing.
Instituce přidělující hodnost: University of Economics, Prague
Název fakulty: Faculty of Informatics and Statistics
Název katedry: Department of Information and Knowledge Engineering
Instituce archivující a zpřístupňující VŠKP: University of Economics, Prague

Informace o odevzdání a obhajobě

Datum zadání práce: 8. 3. 2012
Datum podání práce: 30. 6. 2012
Datum obhajoby: 11.09.2012
Výsledek obhajoby: Závěrečná práce byla úspěšně obhájena

Soubory ke stažení

Hlavní práce36701_xnekv05.pdf [2,25 MB]
Oponentura28022_simunek.pdf [69,20 kB]
Hodnocení vedoucího36701_rauch.pdf [128,86 kB]

Údaje ze systému InSIS

Identifikátor https://insis.vse.cz/zp/36701/podrobnosti