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Student
Title
Supervisor
Faculty
Educational Programme
Final Grade
Year of Graduation
Dmitriy Moshoglo
Development of a Data Mining System to Support Marketing of Manufacturing Company
Business Informatics
(Bachelor’s programme)
7
2016
The Marketing Department of the manufacturing company "ELEMENTAREE" is experiencing difficulties due to low efficiency. The increase in costs of marketing activities is observed due to the economic crisis. It is necessary to implement a suitable Decision Support System (DSS) to improve productivity of the Department. Data analysis will be conducted using the DSS. The subject of research is the data mining system and marketing decision making processes in the manufacturing company. The main aim of the research is the data mining, which contributes to the marketing support in the company.

The first Chapter presents the theoretical background of the study. Also there is a description of the object, subject, goals and tasks of the study. Chapter two is devoted to the description of the proposed approach to the solution of tasks, selected data mining algorithms, data sources, database development and preliminary data processing. Chapter three is dedicated to the data mining: behavioral segmentation of customers, analysis of the obtained segments, the formation of a model for prediction of customer churn. Found knowledge and recommendations that contribute to the efficiency gains of the Direct Sales Department are also reflected in the third Chapter.

The data mining system to support marketing of manufacturing company was developed. Marketing campaigns and the terms of the discounts were changed on the basis of the gained knowledge. Were found most likely to stop using services of the company customers by using the prediction model of the customer churn. Also were found knowledge, which helped to improve the efficiency of the Direct Sales Department. In the course of the study each task of the research was implemented. It is planned to modify the DSS and to introduce it in other Departments of the «ELEMENTAREE» company.

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