大数据时代的电子营销与商业智能

Bechir Fridhi, Mohamad Alwaheeb
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引用次数: 0

摘要

电话营销被认为是一种有效的工具,因为它通过不同的方法向客户提供产品或服务。信息和通信技术的革命极大地促进了公司和客户之间的价值共享。随着数字技术的普及,营销功能已经成为一个新的概念,并以更有效的形式出现。在大数据时代,企业越来越依赖商业智能和数据分析来发现和获得关键的见解。在本研究中,使用了从银行数据集中收集的准确数据(2013- 2018年),用于销售长期存款,这些数据包括20个变量和40000个联系人,以及描述客户是否会购买长期存款的双响应变量(“是”或“否”),因为人工神经网络模型,逻辑回归和朴素规则被设计用于衡量绩效。收集的大量数据被称为大数据,通过打开新客户、新公司和新市场,改变了公司的运作方式,让各方都能看到。根据结果,多层人工神经网络的预测性能优于其他模型。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
E-marketing and Business Intelligence in the Era of Big Data
Telemarketing considers an effective tool, as it provides products or services to clients through different methods. The revolution in information and communication technology has greatly facilitated shared value between companies and customers. Marketing functions have turned into a new concept and taking a more effective form with the spread of digital technology. In the era of big data, companies have become increasingly dependent on business intelligence and data analytics to discover and gain crucial insights. In this research, an accurate data collected from a bank data set during the period (2013- 2018) were used, to sell long-term deposits, these data include 20 variables and 40.000 contacts, and a dual response variable ("yes" or "no") that describes whether or not a customer will purchase a long-term deposit, as the artificial neural network models, logistic regression and a naive rule are designed to measure performance. This amount of data collected, known as big data, is changing the way companies work by opening new customers, companies, and markets the way each party is visible to everyone, and based on the results, it turns out that the predictive performance of multilayer artificial neural networks is better than other models.
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