Trade marketing analytics in consumer goods industry

Detalhes bibliográficos
Autor(a) principal: Safronov, Vadym
Data de Publicação: 2017
Tipo de documento: Dissertação
Idioma: eng
Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
Texto Completo: http://hdl.handle.net/10362/22002
Resumo: Project Work presented as the partial requirement for obtaining a Master's degree in Information Management, specialization in Information Systems and Technologies Management
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spelling Trade marketing analytics in consumer goods industryKnowledge discoveryPower lawNetworksConsumer goodsTrade marketing.Project Work presented as the partial requirement for obtaining a Master's degree in Information Management, specialization in Information Systems and Technologies ManagementWe address transparency of trade spends in consumer goods industry and propose a set of business performance indicators that follow Pareto (80/20) rule – a popular concept in optimization problem solving. Discovery of power laws in behaviors of travelling sales persons, buying patterns of customers, popularity of products, and market demand fluctuations – all that leads to better-informed decisions among all those involved into planning, execution, and post-promotion evaluation. Practical result of our work is a prototype implementation of proposed measures. The most remarkable finding – consistency of travelling sales person journey between customer locations. Loyalty to brand, or brand market power – whatever forces field sales representatives to put at least one product of market player of interest into nearly every market basket – fits into small world model. This behavior not only changes from person to person, but also remains the same after reassignment into different territory. For industrialization stage of this project, we outline key design considerations for information system capable of handling real-time workload scalable to petabytes. We built our analyses for collaborative processes of integrated planning that requires joint effort of multidisciplinary team. Field tests demonstrate how insights from data can trigger business transformation. That is why we end up with recommendation for system integrators to include Knowledge Discovery into information system deployment projects.Henriques, Roberto André PereiraRUNSafronov, Vadym2017-07-17T14:26:12Z2017-07-062017-07-06T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfhttp://hdl.handle.net/10362/22002TID:201712920enginfo:eu-repo/semantics/openAccessreponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAP2024-03-11T04:09:14Zoai:run.unl.pt:10362/22002Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-20T03:27:05.345392Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãofalse
dc.title.none.fl_str_mv Trade marketing analytics in consumer goods industry
title Trade marketing analytics in consumer goods industry
spellingShingle Trade marketing analytics in consumer goods industry
Safronov, Vadym
Knowledge discovery
Power law
Networks
Consumer goods
Trade marketing.
title_short Trade marketing analytics in consumer goods industry
title_full Trade marketing analytics in consumer goods industry
title_fullStr Trade marketing analytics in consumer goods industry
title_full_unstemmed Trade marketing analytics in consumer goods industry
title_sort Trade marketing analytics in consumer goods industry
author Safronov, Vadym
author_facet Safronov, Vadym
author_role author
dc.contributor.none.fl_str_mv Henriques, Roberto André Pereira
RUN
dc.contributor.author.fl_str_mv Safronov, Vadym
dc.subject.por.fl_str_mv Knowledge discovery
Power law
Networks
Consumer goods
Trade marketing.
topic Knowledge discovery
Power law
Networks
Consumer goods
Trade marketing.
description Project Work presented as the partial requirement for obtaining a Master's degree in Information Management, specialization in Information Systems and Technologies Management
publishDate 2017
dc.date.none.fl_str_mv 2017-07-17T14:26:12Z
2017-07-06
2017-07-06T00:00:00Z
dc.type.status.fl_str_mv info:eu-repo/semantics/publishedVersion
dc.type.driver.fl_str_mv info:eu-repo/semantics/masterThesis
format masterThesis
status_str publishedVersion
dc.identifier.uri.fl_str_mv http://hdl.handle.net/10362/22002
TID:201712920
url http://hdl.handle.net/10362/22002
identifier_str_mv TID:201712920
dc.language.iso.fl_str_mv eng
language eng
dc.rights.driver.fl_str_mv info:eu-repo/semantics/openAccess
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
dc.source.none.fl_str_mv reponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
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