- Docente: Giorgio Tassinari
- Credits: 8
- SSD: SECS-S/03
- Language: Italian
- Moduli: Giorgio Tassinari (Modulo MOD.1) Ercole Vagnozzi (Modulo MOD.2)
- Teaching Mode: Traditional lectures (Modulo MOD.1) Traditional lectures (Modulo MOD.2)
- Campus: Bologna
- Corso: First cycle degree programme (L) in Management and Marketing (cod. 8406)
Learning outcomes
At the and of the course, students will be able to process informotions both from inside and outside firm's environment using big amount of data, to detect relationships among variables ant to link them to the relevant firm's problems. Besides, the student will know how the transactional data of CRM process origins, learn the basis for information system management, use data with ETL process for building firm's warehouse. The course has the goal to teach metodological kwoledge for forecasting (time series analysis, linear regression, logistic regression) and for support firm's decision ( statistical decision theory). The student besides will be able to understand firm's information theory (ERP).
Course contents
1. Theoretical foudations of CRM. 2. CRM in mass makets. 2.1 Logistic regression. 2.2 Churn analysis. 2.3 Microsegmentation 2.4 Correspondence analysis. 2.5 Survival analysis. 2.6 Drafts on neural networks. 3. Market segmentation. 3.1 CHAID and AID. 3.2) Conjoint analysis
Readings/Bibliography
1.Sergio Brasini, Giorgio Tassinari, Dalla customer satisfaction alla customer loyalty, Statistica applicata, 16,4, 2004. Francis Buttle, Customer Relationship Management, 2012, F. Angeli, capp. 1 e 11.
2.1 Lecture notes on teacher's website. 2.2 Lecture notes on teacher's website 2.3 Lecture notes on teacher's website 2.4 Sergio Bolasco, L'analisi multidimensionale dei dati,V ediz. Carocci, 2013, Capitolo 7 Capp 1 e 5. 2.5 Lecture notes on teacher's web site. 2.6 Lecture notes on teacher's website.
3. Brasini, Freo, Tassinari e Tassinari, Marketing e pubblicità, Il Mulino, 2010, Cap. 3
Teaching methods
There aren't frontal lessons. The material will be available before lessons and they will be discussed in class. Besides, there will be workshops on PC.
Assessment methods
Written exam (three questions, one exercise and two theoretical) and facultative oral examinations. Alternatively, studend may do a written paper using the statistical software taugth during the course.
Teaching tools
Lecture notes and solved exercises on the teacher's web site
cms.stat.unibo.it/tassinari
Links to further information
Office hours
See the website of Giorgio Tassinari
See the website of Ercole Vagnozzi