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Title: Exploraty Multivariate Statistical Methods Applied to Pharmaceutical Industry CRM Data
Authors: Tavares, Jorge Manuel Santos Freire
Orientador: Bação, Fernando José Ferreira Lucas
Nicolau, Maria Helena da Costa
Coelho, Pedro Miguel Pereira Simões
Keywords: Customer Relatationship Management
Pharmaceutical Industry
Exploratory Multivariate Statistical Methods
Factor Analysis
Hierarchical Cluster analysis
Self- Organizing Map
Issue Date: 4-Jun-2008
Series/Report no.: Mestrado em Estatística e Gestão de Informação;TEGI0218
Abstract: An analysis of the current CRM systems in the Pharmaceutical Industry, the way the pharmaceutical companies developed them and a comparison between Europe and United States was done in this study. Overall the CRM in the pharmaceutical industry is far-behind, when compared with other business areas, like consumer goods, finance (banking) or insurance companies, being pharmaceutical CRM specifically less developed in Europe when compared to United States. One of the big obstacles for the success of CRM in the pharmaceutical industry is the poor analytics applied to the current CRM programs. Improving Sales and Marketing Effectiveness by apllying, multivariate exploratory statistical methods, specifically Factor Analysis and Clustering into pharmaceutical CRM data from a Portuguese pharmaceutical company was the main goal of this thesis. Their overall usefulness when applied to the business was demonstrated, and specifically in relation to the cluster methods, SOMs outperformed the hierarchical methods by producing a more meaningful business solution.
Description: Dissertação apresentada como requisito parcial para obtenção do grau de Mestre em Estatística e Gestão de Informação
Appears in Collections:NIMS - Dissertações de Mestrado em Estatística e Gestão da Informação

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