Business process analysis in advertising: An extension to a methodology based on process mining projects

Abstract

Nowadays organizations generate large amount of data. Only a few make a good use to optimize the performance of the business. Process mining appears as a branch of the data science that tries to understand the actual operational processes in the organizations through different algorithms, allowing the discovery of process models to give insight of the processes and understand how they can be improved. In this work different process mining techniques are applied to a company dedicated to the advertisement market, specifically the process of dealing with contract issues with customers. The Process Mining Project Methodology was followed to execute a case study. Additional to the basic methodology, elements from the others areas of studies were added to generate better results and have a better understanding of the problem. The case study includes three scenarios with three different hypotheses that were validated through our method.