Applying Business Analytics in Retail Industry: A Case Study of Two-Stage Modeling

Authors

รศ.ดร.จงสวัสดิ์ จงวัฒน์ผล

Published

NIDA International Business Conference 2018

Abstract

Many companies have realized the benefits of big data and business analytics technologies for years, using the existing data to generate new revenue, identify their potential customers, and gain insights into what they want. The concept of data-driven strategies has not only become a hot issue in realizing the competitive advantages of using big data, especially as big data analytics tools continue to mature, but also brought disruptive changes to business activities. This study presents the implications of business analytics through the data mining approach in the retail industry. Particularly, the results of this study show that the two-stage modeling approach is capable of identifying the target group that are likely to participate in marketing campaign the company is offering.

Applying Business Analytics in Retail Industry: A Case Study of Two-Stage Modeling. สถาบันบัณฑิตพัฒนบริหารศาสตร์ , NIDA International Business Conference 2018 (333-344).