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Exploring the value of large databases of transaction data for business intelligence.

Meulenbroek, V.M. (2017) Exploring the value of large databases of transaction data for business intelligence.

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Abstract:Business intelligence is the process of collecting and transforming data into knowledge, to positively influence decision-making, and is the main subject in this study. Market intelligence is part of business intelligence, and customer insight is part of market intelligence. Small to medium-sized enterprises often face large databases but do not know how to use or exploit the databases because of different reasons. This study tries to find the value of large databases of transaction data for creating business intelligence. Concepts as relationship management, repurchase behavior and customer life cycle are discussed thoroughly. The focus is on small to medium-sized enterprises, a case is added to give the research its power. Customers are analyzed from their first to third purchase, in order to find the value of transaction data for business intelligence. Customer behavior patterns are exposed to find the value of the large database.
Item Type:Essay (Master)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:85 business administration, organizational science
Programme:Business Administration MSc (60644)
Link to this item:http://purl.utwente.nl/essays/72004
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