Ürün ağlarında betimleyici ve ön görücü analitiklerin etkileşimi: Sam's club vakası

Due to the fact that there are massive amounts of available data all around the world, big data analytics has become an extremely important phenomenon in many disciplines. As the data grows, the need for businesses to achieve more reliable and accurate data-driven management decisions and to create value with big data applications grows as well. That is the reason why big data analytics become a primary tech priority today. In this thesis, initially we use a two-stage clustering algorithms in the customer segmentation setting. After the clustering stage, the customer lifetime value (CLV) of clusters are calculated based on the purchasing behaviors of the customers in order to reveal managerial insights and develop marketing strategies for each segment. At the second stage, we used HITS algorithm in product network analysis to achieve valuable insights from generated patterns, with the aim of discovering cross-selling effects, identifying recurring purchasing patterns, and trigger products within the networks. This is important for practitioners in real-life application in terms of emphasizing the relatively important transactions by ranking them with corresponding item sets. From practical point of view, we foresee that our proposed methodology is adaptable and applicable to other similar businesses throughout the world, providing a road map for the potential applications.