Innovative Use of Customer Data for Business Growth

创新地利用客户数据促进业务增长

• 批准号: DP200102151
• 负责人: Prof Peter Danaher
• 金额: $ 18.15万
• 依托单位: Monash University
• 依托单位国家: 澳大利亚
• 项目类别: Discovery Projects
• 财政年份: 2020
• 资助国家: 澳大利亚
• 起止时间: 2020-05-04 至 2024-12-31
• 项目状态: 已结题
• 来源: https://dataportal.arc.gov.au/RGS/Web/Grants/DP200102151
• 关键词: Innovative; Use; Customer; Data; Business

This project aims to apply and adapt the latest machine learning techniques to enable companies to utilise their existing customer data to reveal purchase motivations, product preferences, and responsiveness to marketing communications for each single customer. A widespread practice in marketing is to partition customers into broad groups, but customers expect products and services that are tailored to their individual needs. This presents extreme challenges due to the size and complexity of customer databases. The expected outcomes will enable Australian companies to attract and retain more customers, and make more efficient use of their marketing budget. Benefits include equipping companies to better compete domestically and globally.

该项目旨在应用和调整最新的机器学习技术，使公司能够利用其现有的客户数据来揭示每个客户的购买动机，产品偏好和对营销传播的响应。市场营销中的一种普遍做法是将客户划分为广泛的群体，但客户希望产品和服务符合他们的个人需求。由于客户数据库的规模和复杂性，这带来了极大的挑战。预期的结果将使澳大利亚公司能够吸引和留住更多的客户，并更有效地利用他们的营销预算。好处包括使公司能够更好地在国内和全球竞争。