Data Mining Application in a Bakery Marketing Information System (CROSBI ID 589301)
Prilog sa skupa u zborniku | izvorni znanstveni rad | međunarodna recenzija
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
148-155.
2012.
objavljeno
Podaci o matičnoj publikaciji
Proceedings of the 6th International Congress “ Flour - Bread '11”
Koceva Komlenić, Daliborka
Osijek: Prehrambeno tehnološki fakultet Sveučilišta Josipa Jurja Strossmayera u Osijeku
1848-2562
Podaci o skupu
Nepoznat skup
predavanje
29.02.1904-29.02.2096