Understanding Customers Behavior: a Business Analytics Approach

Business analytics is an evolving phenomenon that is becoming a significant component in today's organizations and is changing how data are captured, processed, and analyzed. It uses statistical models and iterative methodologies to translate raw data into valuable business insight. This process can have several advantages, such as optimizing performance, making projections about a business, or providing suitable solutions for improving it. In this thesis, are presented four techniques for the analysis of the relationship between a firm and its customers. The clustering of people that share common characteristics and interests, the identification of clients at risk of abandonment, the hidden association between products, and the web page connections that characterize a company's website become the first steps to a higher level of comprehension for optimizing the results while minimizing the costs. To drive companies both strategically and operationally a business data analysis for improving responsiveness (firm agility) to dynamic changes in the world of business is required.