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Next Best Action nos Seguros
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Com um mercado cada vez mais competitivo e inovador, o setor dos seguros tem vindo a reinventar-se na oferta dos seus produtos e serviços. Este trabalho nasce do projeto Next Best Action do departamento Center for Advanced Analytics (CAA) da Fidelidade que pretende construir e implementar um sistema de recomendação para facilitar a obtenção de uma visão 360º do cliente. A implementação deste sistema irá permitir oferecer o produto e/ou serviço mais adequado a cada tipo de cliente, tendo em conta as suas necessidades. Para construir uma primeira versão deste sistema de recomendação será necessário desenvolver um modelo de propensão à compra de produtos e/ou seguros não obrigatórios recorrendo a tecnologias SAS.
With a more competitive and innovative market, the insurance sector has been reinventing itself in the offering its products and services. This work was born in the Next Best Action project of Center for Advanced Analytics (CAA) department at Fidelidade, which intends to build and implement a recommendation system to facilitate the obtainance of a 360 degree view of the client. The implementation of this system will allow to offer the most appropriate product and/or service for each type of customer, taking their needs into account. To build a first version of this recommendation system, it will be necessary to develop a model of propensity to purchase non-compulsory products and/or insurances, using SAS technologies.
With a more competitive and innovative market, the insurance sector has been reinventing itself in the offering its products and services. This work was born in the Next Best Action project of Center for Advanced Analytics (CAA) department at Fidelidade, which intends to build and implement a recommendation system to facilitate the obtainance of a 360 degree view of the client. The implementation of this system will allow to offer the most appropriate product and/or service for each type of customer, taking their needs into account. To build a first version of this recommendation system, it will be necessary to develop a model of propensity to purchase non-compulsory products and/or insurances, using SAS technologies.
Descrição
Project Work presented as the partial requirement for obtaining a Master's degree in Information Management, specialization in Knowledge Management and Business Intelligence
Palavras-chave
Next Best Action Modelo de propensão Seguros Sistemas de Recomendação Propensity Model Insurance Recommender Systems