Создание лучшего клиентского предложения для издательства детских книг на рынках России и Беларуси

This thesis theme is “Next Best Offer” approach. The object of the research is a small-sized publishing company Leda . The company specializes in publishing for children and sells its products mainly in the B2B segment. The company needs to make personal offers to customers, but at the moment, the company can only analyze customer data manually, which is inefficient due to the large amount of data, so the best next offer approach should be applied by this company. Since the company has recently entered the Belarusian market, it needs to determine the differences between consumer product-related behavior of customers in the Belarusian market and in the Russian market. The general purpose of this study is developing next best offer for the company and finding the differences between consumer product-related behavior of customers in the Belarusian market and in the Russian market. This study uses machine learning based on decision tree algorithm. The informational basis of this research are the concepts the NBO approach is based on: customer-oriented approach, customer relationship management and data-driven marketing.