This thesis discusses the possibilities of using cluster analysis methods for customer segmentation. The theoretical part is focused on description of selected methods of cluster analysis and explanation of other concepts related to this topic, such as CRM, segmentation and targeted communication. In the practical part are applied cluster analysis methods to real data unnamed company with the aim of creating a default substrates useful for planning and implementation of targeted communication. For the main calculations is used program R, for data and output editing is used MS Excel. At the end of the work are evaluated applied methods and summarized lessons learned from the cluster analysis. For a company were created and characterized databases which could be useful for marketing decisions.
| Identifer | oai:union.ndltd.org:nusl.cz/oai:invenio.nusl.cz:264272 |
| Date | January 2015 |
| Creators | Nesrstová, Markéta |
| Contributors | Řezanková, Hana, Vrabec, Michal |
| Publisher | Vysoká škola ekonomická v Praze |
| Source Sets | Czech ETDs |
| Language | Czech |
| Detected Language | English |
| Type | info:eu-repo/semantics/masterThesis |
| Rights | info:eu-repo/semantics/restrictedAccess |
Page generated in 0.0019 seconds