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Archivio digitale delle tesi discusse presso l’Università di Pisa

Tesi etd-04172018-204323


Tipo di tesi
Tesi di laurea magistrale
Autore
CARRATELLI, EMANUELE
URN
etd-04172018-204323
Titolo
A Behavioural Based Marketing Model for Prospect Scoring
Dipartimento
INGEGNERIA DELL'ENERGIA, DEI SISTEMI, DEL TERRITORIO E DELLE COSTRUZIONI
Corso di studi
INGEGNERIA GESTIONALE
Relatori
relatore Prof.ssa Pellegrini, Luisa
relatore Prof. Aloini, Davide
Parole chiave
  • behavior
  • criteria
  • customer acquisition cost
  • e-commerce
  • scoring model
  • traditional customer segmentation
  • users
Data inizio appello
04/05/2018
Consultabilità
Non consultabile
Data di rilascio
04/05/2088
Riassunto
This work of thesis has been carried out in the Dubai branch of the multinational company Caendra Inc., a company that produces and sells IT security training. Like any e-commerce company, it faces the common limitations of traditional Customer Acquisition Cost measurement and traditional customer segmentation.
These problems and needs led to the design and development a behavior based dynamic scoring model.
The model criteria were defined based on the literature and on all the possible actions that the user is able to make on the website. Such criteria have been implemented on IBM Marketing Cloud. In the end, we performed two training phases in order to calibrate the model, for obtaining the thresholds for the users’ different categories, and a test phase in order to verify its effectiveness, that resulted to be higher than 70%.
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