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Criação de clusters dos clientes de uma empresa de logística e distribuição alimentar recorrendo ao self-organizing map : influência da criação de clusters em toda a cadeia de supply chain
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O aumento do tamanho e da dimensionalidade dos repositórios de dados, obriga a que as empresas se adaptem às novas tecnologias e criem novas formas de análise de dados. O clustering é uma das formas mais importantes e provavelmente mais popular de análise de dados. Ao longo deste projeto o clustering será explorado recorrendo ao Self-Organizing Map.
Este trabalho irá debruçar-se essencialmente na criação dos clusters dos clientes de uma empresa de logística e distribuição alimentar. O segundo objetivo deste trabalho projeto prende-se a com as conclusões que se podem tirar a partir dos clusters obtidos, isto é, baseado nos diferentes perfis de clientes criados, pretende-se analisar se, é possível melhorar a gestão de stocks, melhorar a estratégia de marketing, antever alguns imprevistos e melhorar a cadeia de supply chain onde a empresa se encontra inserida.
Neste âmbito, foi possível concluir que o SOM, é uma ferramenta adequada, para a sua implementação na empresa, uma vez que foi possível diminuir a dimensionalidade e gerar os diferentes grupos de clientes. Com base nestes resultados, concluiu-se que seria possível melhorar a gestão de stocks da empresa e melhorar a estratégia de marketing.
Relativamente a toda a cadeia de supply chain onde a empresa se encontra inserida, também esta, será influenciada, uma vez que ao melhorar a gestão de stocks, e aumentando as vendas recorrendo a estratégias de marketing mais eficientes, todos os elementos da cadeia de supply chain sairão beneficiados.
Increasing the size and dimensionality of data repositories, forces companies to adapt to new technologies and create new ways of data analysis. Data clustering is one of the most important and probably most popular forms of data analysis. Throughout this project, data clustering will be explored using the Self-Organizing Maps. This project will focus essentially on the creation of client clusters of a food logistics and distribution company. The second objective is the conclusions that can be drawn from the clusters obtained based on the consumptions of the clients, we intend to analyse if it is possible to improve the stock management, to improve the strategy of marketing, anticipate some unexpected events and improve the supply chain where the company is inserted. In this context, it was possible to conclude that the SOM is an appropriate tool for its implementation in the company, since it was possible to decrease dimensionality and generate the groups of clients. Based on these results, it was concluded that it would be possible to improve the company's stock management and improve the marketing strategy. Regarding the entire chain of supply chain where the company is inserted, this will also be influenced, since by improving the management of stocks, and increasing sales using more efficient marketing strategies, all elements of the chain of supply chain will benefit.
Increasing the size and dimensionality of data repositories, forces companies to adapt to new technologies and create new ways of data analysis. Data clustering is one of the most important and probably most popular forms of data analysis. Throughout this project, data clustering will be explored using the Self-Organizing Maps. This project will focus essentially on the creation of client clusters of a food logistics and distribution company. The second objective is the conclusions that can be drawn from the clusters obtained based on the consumptions of the clients, we intend to analyse if it is possible to improve the stock management, to improve the strategy of marketing, anticipate some unexpected events and improve the supply chain where the company is inserted. In this context, it was possible to conclude that the SOM is an appropriate tool for its implementation in the company, since it was possible to decrease dimensionality and generate the groups of clients. Based on these results, it was concluded that it would be possible to improve the company's stock management and improve the marketing strategy. Regarding the entire chain of supply chain where the company is inserted, this will also be influenced, since by improving the management of stocks, and increasing sales using more efficient marketing strategies, all elements of the chain of supply chain will benefit.
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
Redes Neuronais Artificiais Self-Organizing Map Clustering Supply Chain Logística e Distribuição Alimentar Segmentação de Clientes Gestão de Stocks Logistics and Food Distribution Customer Segmentation Inventory Management