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izvor podataka: crosbi

Data Mining Application in a Bakery Marketing Information System (CROSBI ID 583637)

Prilog sa skupa u zborniku | sažetak izlaganja sa skupa | međunarodna recenzija

Dukić, Darko ; Medarić, Davor Data Mining Application in a Bakery Marketing Information System // Abstract Book of the 6th International Congress "Flour-Bread '11" / Komlenić Koceva Daliborka (ur.). Osijek, 2011. str. 37-37

Podaci o odgovornosti

Dukić, Darko ; Medarić, Davor

engleski

Data Mining Application in a Bakery Marketing Information System

The development of information technologies provided marketing professionals with virtually unlimited possibilities to collect, store and process a huge number of data. The outcome of this development is adequate and timely information, which allows decision-makers to be proactive and to predict client needs. In marketing information system, as the highest level of organized information gathering in marketing, a prominent place is held by different methods of data mining. Decision trees are a modelling technique used in cases of classification and prediction problems. This paper shows the possibilities of applying decision trees in consumer segmentation, case stratification, establishing interactions and predicting the behaviour of consumers of a particular bakery product. By implementing decision trees and other data mining methods in the marketing information system of the bakery industry it is possible to significantly improve performance in terms of sales and profitability, enhance customer relationship management and reduce marketing costs.

data mining ; decision trees ; marketing information system ; bakery industry

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Podaci o prilogu

37-37.

2011.

objavljeno

Podaci o matičnoj publikaciji

Abstract Book of the 6th International Congress "Flour-Bread '11"

Komlenić Koceva Daliborka

Osijek:

Podaci o skupu

6th International Congress "Flour-Bread '11"

predavanje

12.10.2011-14.10.2011

Opatija, Hrvatska

Povezanost rada

Informacijske i komunikacijske znanosti