Naslov
Data Mining Application in a Bakery Marketing Information System

Autori
Dukić, Darko ; Medarić, Davor

Vrsta, podvrsta i kategorija rada
Radovi u zbornicima skupova, cjeloviti rad (in extenso), znanstveni

Izvornik
Proceedings of the 6th International Congress “ Flour - Bread '11” / Koceva Komlenić, Daliborka - Osijek : Prehrambeno tehnološki fakultet Sveučilišta Josipa Jurja Strossmayera u Osijeku, 2012, 148-155

Skup
6th International Congress “ Flour - Bread '11”

Mjesto i datum
Opatija, Hrvatska, 12.10.2011. - 14.10.2011

Vrsta sudjelovanja
Predavanje

Vrsta recenzije
Međunarodna recenzija

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

Sažetak
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.

Izvorni jezik
Engleski

Znanstvena područja
Ekonomija, Informacijske i komunikacijske znanosti

POVEZANOST RADA