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Marketing de saúde para seniores: uma abordagem de CRM para otimizar estratégias de marketing
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Orientador(es)
Resumo(s)
O presente projeto é uma análise dos dados de marketing de compradores e
prospects de uma das maiores empresas de aparelhos auditivos de Portugal e tem como
estudo uma base de dados com abrangência nacional, que apresenta o comportamento
de compra real do público sénior, com 183 mil indivíduos. A literatura tem poucos
estudos sobre o comportamento de compra dos consumidores seniores, apesar do
grande crescimento deste segmento e do seu potencial de consumo não somente de
produtos e serviços relacionados à saúde. O modelo de análise utilizado foi o modelo da
árvore de decisão, pela sua praticidade e simplicidade em demonstrar resultados que
podem ser facilmente aplicados. Os resultados da análise indicam abordagens de CRM
que não são foco atualmente, mas que tem grande potencial de gerar vendas e
possibilitar campanhas de marketing com melhor ROI: campanhas de recomendação e
ações nas lojas pode elevar as vendas para 67%, o seguro saúde mostra-se uma variável
importante para segmentar e as ofertas de baixo valor podem produzir resultados tão
bons quanto as ofertas de alto valor.
The present project is an analysis of the marketing data of buyers and prospects of one of the largest hearing aid companies in Portugal and has as its study a nationwide database that shows the senior buying behavior of 183,000 individuals. The literature has few studies on the buying behavior of senior consumers, despite the great growth of this segment and its potential consumption not only for health-related products and services. The analysis model used was the decision tree model, for its practicality and simplicity in demonstrating results that can be easily applied. Analysis results indicate CRM approaches that are not currently focused but have great potential for generating sales and enabling better ROI marketing campaigns: recommendation campaigns and in-store actions can drive sales to 67%, health insurance shows This is an important variable to target and low value offers can produce results as good as high value offers.
The present project is an analysis of the marketing data of buyers and prospects of one of the largest hearing aid companies in Portugal and has as its study a nationwide database that shows the senior buying behavior of 183,000 individuals. The literature has few studies on the buying behavior of senior consumers, despite the great growth of this segment and its potential consumption not only for health-related products and services. The analysis model used was the decision tree model, for its practicality and simplicity in demonstrating results that can be easily applied. Analysis results indicate CRM approaches that are not currently focused but have great potential for generating sales and enabling better ROI marketing campaigns: recommendation campaigns and in-store actions can drive sales to 67%, health insurance shows This is an important variable to target and low value offers can produce results as good as high value offers.
Descrição
Project Work presented as the partial requirement for obtaining a Master's degree in Statistics and Information Management, specialization in Marketing Research e CRM
Palavras-chave
Data Driven Marketing Comportamento do Consumidor Idoso Marketing de Saúde CRM Marketing Modelos preditivos para marketing Marketing para terceira idade Senior Consumer Behavior Predictive Marketing Models Health Marketing Customer Relationship Management CRM Marketing Marketing for Seniors