Using Customer Knowledge Surveys to Explain Sales of Postgraduate Programs: A Machine Learning Approach
Autor:
Asensio, Eva
; Almeida, Alejandro
; Galiano, Aida
; Martín-Álvarez, Juan-Manuel
Fecha:
03/2022Palabra clave:
Tipo de Ítem:
articleDirección web:
https://www.ijimai.org/journal/bibcite/reference/3096
Resumen:
Universities collect information from each customer that contacts them through their websites and social media profiles. Customer knowledge surveys are the main information-gathering tool used to obtain this information about potential students. In this paper, we propose using the information gained via surveys along with enrolment databases, to group customers into homogeneous clusters in order to identify target customers who are more likely to enroll. The use of such a cluster strategy will increase the probability of converting contacts into customers and will allow the marketing and admission departments to focus on those customers with a greater probability of enrolling, thereby increasing efficiency. The specific characteristics of each cluster and those postgraduate programs that are more likely to be selected are identified. In addition, better insight into customers regarding their enrolment choices thanks to our cluster strategy, will allow universities to personalize their services resulting in greater satisfaction and, consequently, in increased future enrolment.
Ficheros en el ítem

Este ítem aparece en la(s) siguiente(s) colección(es)
Estadísticas de uso
Año |
2012 |
2013 |
2014 |
2015 |
2016 |
2017 |
2018 |
2019 |
2020 |
2021 |
2022 |
Vistas |
0 |
0 |
0 |
0 |
0 |
0 |
0 |
0 |
0 |
0 |
10 |
Descargas |
0 |
0 |
0 |
0 |
0 |
0 |
0 |
0 |
0 |
0 |
10 |
Ítems relacionados
Mostrando ítems relacionados por Título, autor o materia.
-
Regional unemployment and cyclical sensitivity in Spain
Almeida, Alejandro (1); Galiano, Aida (1); Golpe, Antonio A.; Martín Álvarez, Juan M. (1) (Letters in Spatial and Resource Sciences, 01/08/2020)Unemployment has been routinely used as a measure of the economic cycle. In addition, regional unemployment rates are characterized by, among other factors, their relation to the national unemployment rate. In this regard, ... -
Asymmetric behavior of tobacco consumption in Spain across the business cycle: a long-term regional analysis
Martín Álvarez, Juan M. (1); Almeida, Alejandro (1); Galiano, Aida (1); Golpe, Antonio A. (International Journal of Health Economics and Management, 12/2020)Many theoretical and empirical studies have analyzed the relationship between the economic cycle and tobacco consumption using the GDP and unemployment rates as the key variables for measuring economic phases. However, few ... -
The usefulness of marketing strategies in a regulated market: evidence from the spanish tobacco market
Almeida, Alejandro (1); Galiano, Aida (1); Golpe, Antonio A.; Martín Álvarez, Juan M. (1) (E & M Ekonomie a Management, 2021)This paper outlines possible useful marketing strategies for companies to develop in a regulated market. The empirical analysis aims to highlight whether companies can use marketing strategies to create competitive advantages ...