Citas bibligráficas
Manchego, E., Rimay, C. (2023). Sistema de información para la segmentación de clientes por medio del algoritmo de K-Means para el Área de Marketing del sector de Medios de Comunicación [Trabajo de Suficiencia Profesional, Universidad Peruana de Ciencias Aplicadas (UPC)]. http://hdl.handle.net/10757/670918
Manchego, E., Rimay, C. Sistema de información para la segmentación de clientes por medio del algoritmo de K-Means para el Área de Marketing del sector de Medios de Comunicación [Trabajo de Suficiencia Profesional]. PE: Universidad Peruana de Ciencias Aplicadas (UPC); 2023. http://hdl.handle.net/10757/670918
@misc{renati/411092,
title = "Sistema de información para la segmentación de clientes por medio del algoritmo de K-Means para el Área de Marketing del sector de Medios de Comunicación",
author = "Rimay Pelaez, Christian Mauro",
publisher = "Universidad Peruana de Ciencias Aplicadas (UPC)",
year = "2023"
}
Customer segmentation according to their purchasing behavior is key so that businesses can develop innovative tactics that allow them to increase sales. This aspect is very important since it allows a visualization from different perspectives, by dividing a target market into subsets of consumers with common needs, interests and priorities. Applying market segmentation strategies will help the company identify and reach target customers and provide data to develop a marketing strategy. In addition, the marketing manager can make more efficient decisions. For this reason, we propose to implement an information system that performs this segmentation with the K-Means algorithm for the Marketing area of the Media sector. Our system is made up of a web application for segmentation and a mobile app for coupons, with promotional discounts that the customer will have access to redeem in any of the physical and online stores. The results obtained during its validation through an expert validation report determine that the system is within the range of applicability of the project by determining its validity. Therefore, our solution demonstrates that, by properly segmenting customers, we can create effective marketing campaigns that ensure sales from our clients.
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