Multiple Criteria Decision Support System for Customer Segmentation using a Sorting Outranking Method

[EN] For companies, customer segmentation plays a key role in improving supply chain management by implementing appropriate marketing strategies. The objectives of this research are to design and validate a multicriteria model to support decision making for customer segmentation in a business to business context. First, the model based on the transactional customer behaviour is extended by a hierarchy with three main criteria: Recency, Frequency and Monetary (RFM), customer collaboration and growth rates. Customer collaboration includes quota compliance, variety of products and customer commitment to sustainability (reverse logistics and shared information). Second, the Global Local Net Flow Sorting (GLNF sorting) algorithm is implemented and validated using real company data to classify 8,157 customers of a multinational healthcare company. Third, the SILS quality indicator has been implemented and validated to assess the quality of preference-ordered customer groups and its parameters have been adapted for contexts with thousands of alternatives. The results are also compared with an alternative model based on data mining (K-means). The multicriteria system proposed allows to segment thousands of customers in ordered categories by preferences according to company strategies. The segments generated are more homogeneous, robust and understandable by managers than those from alternative methods. These advantages represent a relevant contribution to automating supply chain management while providing detailed analysis tools for decision making.Barrera, F.; Segura Maroto, M.; Maroto Álvarez, MC. (2024). Multiple Criteria Decision Support System for Customer Segmentation using a Sorting Outranking Method. Expert Systems with Applications. 238:1-17. https://doi.org/10.1016/j.eswa.2023.12231011723

Predicting High-Value Customers in a Portuguese Wine Company

Wine companies operate in a very competitive environment in which they must provide better-customised services and products to survive and gain advantage. The high customer turnover rate is a problem for these companies. This work aims to provide wine companies with new knowledge about customers that help to retain the existing ones. The study applies a collected dataset from a transaction database in a medium-sized ortuguese wine company to determinate: (1) customer lifetime value; (2) cluster customer value as output (customer loyalty). The measurement of the customer lifetime value (CLV) was analysed using the Pareto/NBD model and gamma-gamma model. Clustering techniques are employed to segment customers according to Recency, Frequency, and Monetary (RFM) values. Study findings show that exists three clusters with different interest to the marketing strategies, identifying the high-value customers, to target using marketing to increase their lifetime value effectively. The implications for the marketing strategy decisions is that using techniques based on the RFM model can make the most from data of customers and transactions databases and thus create sustainable advantages.info:eu-repo/semantics/publishedVersio

Auto Insurance Business Analytics Approach for Customer Segmentation Using Multiple Mixed-Type Data Clustering Algorithms

Customer segmentation is critical for auto insurance companies to gain competitive advantage by mining useful customer related information. While some efforts have been made for customer segmentation to support auto insurance decision making, their customer segmentation results tend to be affected by the characteristics of the algorithm used and lack multiple validation from multiple algorithms. To this end, we propose an auto insurance business analytics approach that segments customers by using three mixed-type data clustering algorithms including k-prototypes, improved k-prototypes and similarity-based agglomerative clustering. The customer segmentation results of these algorithms can complement and reinforce each other and demonstrate as much information as possible to support decision-making. To confirm its practical value, the proposed approach extracts seven rules for an auto insurance company that may support the company to make customer related decisions and develop insurance products

Un enfoque de toma de decisiones multicriterio aplicado a la estrategia de transformación digital de las organizaciones por medio de la inteligencia artificial responsable en la nube de las organizaciones. Estudio de caso en el sector de salud

Tesis inédita de la Universidad Complutense de Madrid, Facultad de Estudios Estadísticos, leída el 08-02-2023Organisations are committed to understanding both the needs of their customers and the capabilities and plans of their competitors and partners, through the processes of acquiring and evaluating market information in a systematic and anticipatory manner. On the other hand, most organisations in the last few years have defined that one of their main strategic objectives for the next few years is to become a truly data-driven organisation in the current Big Data and Artificial Intelligence (AI) context (Moreno et al., 2019). They are willing to invest heavily in Data and AI Strategy and build enterprise data and AI platforms that will enable this Market-Oriented vision (Moreno et al., 2019). In this thesis, it is presented a Multicriteria Decision Making (MCDM) model (Saaty, 1988), an AI Digital Cloud Transformation Strategy and a cloud conceptual architecture to help AI leaders and organisations with their Responsible AI journey, capable of helping global organisations to move from the use of data from descriptive to prescriptive and leveraging existing cloud services to deliver true Market-Oriented in a much shorter time (compared with traditional approaches)...Las organizaciones se comprometen a comprender tanto las necesidades de sus clientes como las capacidades y planes de sus competidores y socios, a través de procesos de adquisición y evaluación de información de mercado de manera sistemática y anticipatoria. Por otro lado, la mayoría de las organizaciones en los últimos años han definido que uno de sus principales objetivos estratégicos para los próximos años es convertirse en una organización verdaderamente orientada a los datos (data-driven) en el contexto actual de Big Data e Inteligencia Artificial (IA) (Moreno et al. al., 2019). Están dispuestos a invertir fuertemente en datos y estrategia de inteligencia artificial y construir plataformas de datos empresariales e inteligencia artificial que permitan esta visión orientada al mercado (Moreno et al., 2019). En esta tesis, se presenta un modelo de toma de decisiones multicriterio (MCDM) (Saaty, 1988), una estrategia de transformación digital de IA de la nube y una arquitectura conceptual de nube para ayudar a los líderes y organizaciones de IA en su viaje de IA responsable, capaz de ayudar a las organizaciones globales a pasar del uso de datos descriptivos a prescriptivos y aprovechar los servicios en la nube existentes para ofrecer una verdadera orientación al mercado en un tiempo mucho más corto (en comparación con los enfoques tradicionales)...Fac. de Estudios EstadísticosTRUEunpu

Customer relationship management and its impact on entrepreneurial marketing: a literature review

[EN] Entrepreneurship is one of the business forces with the greatest power to transform today's society, due to its ability to discover and take advantage of new opportunities to satisfy customer new and changing needs and expectations. Customer relationship management (CRM) has proved to be both a highly influential business management strategy and a powerful business management technology solution, with a particularly relevant impact in the area of entrepreneurship. CRM has helped drive growth and future expectations and has had excellent results in terms of return on investment wherever it has been implemented. An exhaustive review of previously published findings in a specific subject area can uncover new lines of research. This paper uses semi-systematic review to the study of the reality of the link between CRM and entrepreneurial marketing in business. This approach is used to comprehensively describe the state of the art of the impact that CRM can have in the modern business environment, through the empowerment of entrepreneurial marketing. In a structured manner, the present paper reviews the 86 most relevant studies of how CRM affects entrepreneurial marketing policy development through its alignment with relationship marketing and customer-centric business models. The growing use of CRM in companies is one of the pillars of technological and social change in entrepreneurship, being a clear example of how big data can benefit society. The study focuses on the period from 2015 to 2019.Open Access funding provided thanks to the CRUE-CSIC agreement with Springer Nature.Guerola-Navarro, V.; Gil Gómez, H.; Oltra Badenes, RF.; Soto-Acosta, P. (2022). Customer relationship management and its impact on entrepreneurial marketing: a literature review. International Entrepreneurship and Management Journal. 1-41. https://doi.org/10.1007/s11365-022-00800-x14

Gestión estratégica de atención al cliente mediante modelos lingüísticos difusos, modelos de decisión y machine learning. Aplicación práctica en entornos B2C y B2B

En el último decenio hemos asistido a lo que se conoce como 4ª Revolución Industrial. Entre los factores que han contribuido a este cambio están entre otros la capacidad de almacenamiento y procesamiento de información, además de la velocidad delas comunicaciones. Desde el punto de vista del consumidor, esta irrupción digital está transformando la forma en la que los usuarios se relacionan con las marcas. Y en este sentido, cada segmento de población, cada cliente define su propio mapa de viaje (en inglés Customer Journey Map) en su relación con la marca (Lemon & Verhoef, 2016), creando de esta forma una mayor comprensión de la experiencia del cliente y de su viaje a través de sus distintas interacciones a través de cualquier canal. Por otro lado, atraer a los clientes es importante, pero más aún es poder retenerlos, las estrategias de marketing están focalizadas en este proceso de retención de los clientes más rentables. Todo esto ha supuesto para las empresas un importante cambio de paradigma, pasando de una aproximación centrada en el producto a otra donde el cliente pasa a ser el centro de su estrategia, en inglés Customer Centric. Conceptos como Transformación Digital e Industria 4.0 (Oztemel & Gursev, 2020), entre otros aspectos tienen en cuenta este empoderamiento del consumidor, y esta aproximación centrada en el cliente (V. Kumar & Reinartz, 2012). En este modelo, cobra especial relevancia la comunicación bidireccional entre cliente y marca, donde el marketing y el servicio de atención al cliente personalizados son fundamentales en la definición de una estrategia de reconocimiento de marca y de fidelización, logrando una mayor retención de clientes y en consecuencia mayor rentabilidad para la empresa..

Prospects for Research in Transport and Logistics on a Regional: Global Perspective (I: February 2009: İstanbul: Turkey)

"International Conference on Prospects for Research in Transport and Logistics on a Global - Regional Perspective" has undertaken the challenge to host very important experts and practitioners of Transport and Logistics from a large spectrum of countries. In our opinion, the conference has fulfilled the purpose of establishing an International Society; "Eurasian and Eastern Mediterranean Institute of Transportation and Logistics Association (EMIT)" that is expected to have a very promising role in the Eurasian and Eastern Mediterranean countries. The purpose of the Association is to contribute to establishing and developing the exchange of research work between all parts of the world in all fields of transportation and logistics. This proceedings book consists of 13 chapters, grouping the contributed papers into the following categories: Global Issues in Logistics and Transportation (3 papers), Regional Issues in Logistics and Transportation (2 papers), Education and Training in Logistics and Transportation (2 papers), Supply Chain Management (3 papers), Sustainable Transport Policies, Traffic Engineering (4 papers), Evaluation of Public Policies, Network Models and Environment (4 papers), Contemporary Topics in Transport and Logistics (7 papers), Transport Planning and Economics (3 papers), Planning, Operations, Management and Control of Transport and Logistics (3 papers), Transport Modeling (5 papers), Freight Transportation and Logistics Management (7 papers), Transport and Land Use (3 papers), Transport Infrastructure and Investment Appraisal (2 papers) It can be readily seen from this volume of selected papers that all papers do elaborate on rather timely problems in the fields of expertise related to Transport and Logistics, which have a considerable global importance.TÜBİTAK; Doğuş Üniversitesi ; Uluslararası Nakliyeciler Derneği ; İDO ; Tırsan ; Türk Hava YollarıCommittees, i -- Words of Welcome and Gratitude, ii -- Introduction, iii -- Chapter 1 Global Issues in Logistics and Transportation, 1 -- Potential to Reduce GHG through Efficient Logistic Concepts, 3 -- Werner Rothengatter -- A methodological framework for the evaluation and prioritisation of multinational transport projects: the Case of euro-asian transport linkages, 21 / Dimitrios TSAMBOULAS, Angeliki KOPSACHEILI -- Container port throughput performance - case study: Far east, north west european and mediterranean ports, 29 / Vesna DRAGOVIC-RADINOVIC, Branislav DRAGOVIC, Maja SKURIC, EmirĞIKMIROVlC and Ivan KRAPOVIC -- Chapter 2 Regional Issues in Logistics and Transportation, 35 -- Logistics service providers in turkey: A panel data analysis, 37 / Emel AKTAŞ, Füsun ÜLENGİN, Berrin AĞARAN, Şule ÖNSEL -- Milestones in the process of survey preparation for the logistics sector: case study for Istanbul, Turkey, 43 / Evren POSACI, Darçın AKIN -- Chapter 3 Education and Training in Logistics and Transportation, 51 -- Education in transport and logistics in an age of global economy, 53 / Yücel Candemlr -- The role of education and training in the supply chain sector, 59 / David Maunder -- Chapter 4 Supply Chain Management, 64 -- Modeling reverse flows in a closed -loop supply chain network, 67 / Vildan ÖZKIR, Önder ÖNDEMİR and Hüseyin BAŞLIGİL -- Strategic analysis of green supply chain management practices in T urkish automotive industry, 73 / Gülçin BÜYÜKÖZKAN and Alişan ÇAPAN -- A new framework for port competitiveness: the network approach, 79 / Marcella DE MARTINO, Alfonso MORVILLO -- Chapter 5 Sustainable Transport Policies, Traffic Engineering, 87 -- Clean transport: innovative solutions to the creation of a more sustainable urban transport system, 89 / Ela BABALIK-SUTCLIFFE -- Effects of urban bottlenecks on highway traffic congestion: case study of Istanbul, Turkey, 95 / Darçın AKIN and Mehtap ÇELİK -- Establishing an effective training module for IMDG code in MET institutions, 105 / Kadir CICEK, Metin CELIK -- An investment decision aid proposal towards choice of container terminal operating systems based on information axioms, 109 / Metin CELIK, Selcuk CEBI -- Chapter 6 Evaluation of Public Policies, Network Models and Environment, 115 -- Possibilistic linear programming approach for strategic resource planning, 117 / Özgür KABAK, Füsun ÜLENGİN -- A structural equation model for measuring service quality in passenger transportation, 125 / G.Nilay YÜCENUR and Nihan ÇETİN DEMİREL -- Analysis of potential gain from using hybrid vehicles in public transportation, 133 / İrem DÜZDAR and Özay ÖZAYDIN -- Optimization of e-waste management in Marmara region - Turkey, 141 / İlke BEREKETLİ, Müjde EROL GENEVOIS -- Chapter 7 Contemporary Topics in Transport and Logistics, 147 -- Future prospects on urban logistic research, 149 / Rosârio MACÂRIO, Vasco REIS -- An analyze of relationship between container ships and ports development, 155 / Branislav DRAGOVIC, Vesna Dragovic-Radinovic, Dusanka Jovovic, Romeo Mestrovic and Emir Ğikmirovic -- A holistic framework for performance measurement in logistics management, 161 / Yasemin Claire ERENSAL -- Heuristics for a generalization of tsp in the context of PCB assembly, 167 / Ali Fuat ALKAYA and Ekrem DUMAN -- Premium e-grocery: Exploring value in logistics integrated service solutions, 173 / Burçin BOZKAYA, Ronan De KERVENOAEL and D. Selcen Ö. AYKAÇ -- T ravelers response to VMS in the Athens area, 179 / Athena TSIRIMPA and Amalia POLYDOROPOULOU -- Regional airports and local development: the challenging balance between sustainability and economic growth, 189 / Rosârio MACÂRIO and Jorge SILVA -- Chapter 8 Transport Planning and Economics, 195 -- How financial constraints and non-optimal pricing affect the design of public transport services, 197 / Sergio R. Jara-Diaz and Antonio Gschwender -- Revenue management for returned products in reverse logistics, 203 / Mesut KUMRU -- Intra-city bus planning using computer simulation, 211 / Reza AZIMI and Amin ALVANCHI -- Chapter 9 Planning, Operations, Management and Control of Transport and Logistics, 217 -- A review of timetabling and resource allocation models for light-rail transportation systems, 219 / Selmin D. ÖNCÜL, D. Selcen Ö. AYKAÇ, Demet BAYRAKTAR and Dilay ÇELEBİ -- An approach of integrated logistics HMMS model under environment constraints and an application of time scale, 225 / Fahriye Uysal, Ömür Tosun, Orhan Kuruüzüm -- Freight transport planning with genetic algorithm based projected demand, 231 / Soner HALDENBILEN, Ozgur BASKAN, Huseyin CEYLAN and Halim CEYLAN -- Chapter 10 Transport Modeling, 239 -- Inverse model to estimate o-d matrix from link traffic counts using ant colony optimization, 241 / Halim CEYLAN, Soner HALDENBILEN, Huseyin CEYLAN, Ozgur BASKAN -- The impact of logistics on modelling commercial freight traffic, 251 / Ute IDDINK and Uwe CLAUSEN -- A comparative reviewof simulation-based behavior modeling for travel demand generation, 257 / Seda Yanık, Mehmet Tanyaş -- An efficiency analysis of turkish container ports using the analytic network process, 269 / Senay OĞUZTİMUR, Umut Rıfat TUZKAYA -- A multi-objective approach to designing a multicommudity supply chain distribution network with multiple capacities, 277 / Gholam Reza Nasiri, Hamid Davoudpour and B.Karimi -- Chapter 11 Freight Transportation and Logistics Management, 283 -- Evaluation of turkey’s freight transportation, 285 / Burcu KULELİ PAKand BaharSENNAROĞLU -- Short sea shipping, intermodality and parameters influencing pricing policies in the Mediterranean region: The Italian context, 291 / Monica GROSSO, Ana-Rita LYNCE, Anne SILLA, Georgios K. VAGGELAS -- Relevant strategic criteria when choosing a container port - the case of the port of Genoa, 299 / Monica Grosso, Feliciana Monteiro -- Determination of optimum fleet size and composition - A case study of retailer in Thailand, 307 / Terdsak RONGVIRIYAPANICH and Kawee SRIMUANG -- New container port development: forecasting future container throughput, 313 / Dimitrios TSAMBOULAS, Panayota MORAITI -- Sea port hinterland flows and opening hours: the way forward to make them match better 319 / Marjan BEELEN, Hilde MEERSMAN, Evy ONGHENA, Eddy VAN DE VOORDE and Thierry VANELSLANDER -- International road freight transport in Germany and the Netherlands driver costs analysis and French perspectives, 327 / Laurent GUIHERY -- Chapter 12 Transport and Land Use, 335 -- Land rent and new transport infrastructure: How to manage this relationship?, 337 / Elena SCOPEL -- Effects of pavement characteristics on the traffic noise levels, 345 / Aybike ONGEL and John HARVEY -- Fuzzy medical waste disposal facility location problem, 351 / Yeşim KOP, Müjde EROL GENEVOIS and H. Ziya ULUKAN -- Chapter 13 T ransport Infrastructure and Investment Appraisal, 357 -- Agents’ behavior in financing Italian transport infrastructures, 359 / Paolo BERIA -- Free trade agreements in the mediterranean region: a box-cox analysis, 367 / Matthew KARLAFTIS, Konstantinos KEPAPTSOGLOU and Dimitrios TSAMBOULA

A fuzzy ANP based weighted RFM model for customer segmentation in auto insurance sector

Data mining has a tremendous contribution for researchers to extract the hidden knowledge and information which have been inherited in the raw data. This study has proposed a brand new and practical fuzzy analytic network process (FANP) based weighted RFM (Recency, Frequency, Monetary value) model for application in K-means algorithm for auto insurance customers' segmentation. The developed methodology has been implemented for a private auto insurance company in Iran which classified customers into four “best”, “new”, “risky”, and “uncertain” patterns. Then, association rules among auto insurance services in two most valuable customer segments including “best” and “risky” patterns are discovered and proposed. Finally, some marketing strategies based on the research results are proposed. The authors believe the result of this paper can provide a noticeable capability to the insurer company in order to assess its customers' loyalty in marketing strategy