Evolucionando la segmentación de clientes a través de machine learning

Angel Peralta, Santiago; Gallardo Moncaleano, Andrés Alejandro; Giraldo Orozco, Sara Carolina

Evolucionando la segmentación de clientes a través de machine learning

dc.contributor.advisor	Rojas Sánchez, Germán Mauricio
dc.contributor.advisor	Gonzaléz Bríñez, Mario Hernán
dc.contributor.author	Angel Peralta, Santiago
dc.contributor.author	Gallardo Moncaleano, Andrés Alejandro
dc.contributor.author	Giraldo Orozco, Sara Carolina
dc.date.accessioned	2024-12-10T15:13:26Z
dc.date.available	2024-12-10T15:13:26Z
dc.date.issued	2024-11
dc.description.abstract	El artículo tiene como propósito analizar el uso de la inteligencia artificial, específicamente el aprendizaje automático, en la segmentación de clientes y su aplicación en estrategias de marketing. El estudio abarca el análisis del impacto de una segmentación inadecuada en las empresas, destacando ejemplos de algunas campañas, y propone la implementación de técnicas de clustering para mejorar la segmentación de sus clientes, como es el caso de Yufun, una empresa de servicios de comercio logístico internacional. La metodología utilizada incluyó la limpieza de datos, el análisis descriptivo y la aplicación de modelos de clustering no supervisado y supervisado para agrupar a los clientes en diferentes segmentos. Los resultados mostraron que, mediante la personalización de servicios para cada grupo, como la oferta de tutoriales y la optimización de procesos logísticos, se logró una mejora en las tasas de retención y aumento de ingresos, lo que permite ajustar las estrategias de marketing y las ofertas de acuerdo con sus necesidades específicas. Se concluye que una segmentación eficaz, basada en el uso de inteligencia artificial, contribuye a tener mejores resultados con los clientes en un menor tiempo, recomendando estar en constante actualización, para mantenerse competitivos en el mercado.
dc.description.abstractenglish	The purpose of this article is to analyze the use of artificial intelligence, specifically machine learning, in customer segmentation and its application in marketing strategies. The study covers the analysis of the impact of inadequate segmentation in companies, highlighting examples of some campaigns, and proposes the implementation of clustering techniques to improve the segmentation of its customers, as is the case of Yufun, an international logistics trade services company. The methodology used included data cleaning, descriptive analysis and the application of unsupervised and supervised clustering models to group customers into different segments. The results showed that by customizing services for each group, such as offering tutorials and optimizing logistics processes, improved retention rates and increased revenues were achieved, allowing marketing strategies and offers to be adjusted according to their specific needs. It is concluded that an effective segmentation, based on the use of artificial intelligence, contributes to have better results with customers in a shorter time, recommending to be constantly updated, to remain competitive in the market.
dc.description.degreelevel	Pregrado	spa
dc.description.degreename	Profesional en Marketing y Transformación Digital	spa
dc.format.mimetype	application/pdf
dc.identifier.instname	instname:Universidad El Bosque	spa
dc.identifier.reponame	reponame:Repositorio Institucional Universidad El Bosque	spa
dc.identifier.repourl	repourl:https://repositorio.unbosque.edu.co
dc.identifier.uri	https://hdl.handle.net/20.500.12495/13660
dc.language.iso	es
dc.publisher.faculty	Facultad de Ciencias Económicas y Administrativas	spa
dc.publisher.grantor	Universidad El Bosque	spa
dc.publisher.program	Marketing y Transformación Digital	spa
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dc.rights	Atribución-NoComercial-CompartirIgual 4.0 Internacional	en
dc.rights.accessrights	info:eu-repo/semantics/openAccess
dc.rights.accessrights	https://purl.org/coar/access_right/c_abf2
dc.rights.local	Acceso abierto	spa
dc.rights.uri	http://creativecommons.org/licenses/by-nc/4.0/
dc.subject	Análisis Cluster
dc.subject	Aprendizaje automático
dc.subject	Inteligencia artificial
dc.subject	Marketing
dc.subject	Segmentación del mercado
dc.subject.ddc	382
dc.subject.keywords	Cluster analysis
dc.subject.keywords	Machine learning
dc.subject.keywords	Artificial Intelligence
dc.subject.keywords	Marketing
dc.subject.keywords	Market segmentation
dc.title	Evolucionando la segmentación de clientes a través de machine learning
dc.title.translated	Evolving customer segmentation through machine learning
dc.type.coar	https://purl.org/coar/resource_type/c_7a1f
dc.type.coarversion	https://purl.org/coar/version/c_970fb48d4fbd8a85
dc.type.driver	info:eu-repo/semantics/bachelorThesis
dc.type.hasversion	info:eu-repo/semantics/acceptedVersion
dc.type.local	Tesis/Trabajo de grado - Monografía - Pregrado	spa