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Data Analytics Methodology Application in Marketing

Abstract:

Data Analytics is the process of examining data sets to discover and interpret meaningful patterns in the data. Data Analytics is used in business industries to enable organizations to make more informed business decisions. This paper illustrates the step-by-step implementation of the MIDANO data analytics methodology in a business process that handles a large amount of data from the Marketing and Sales area of an Educational Center, to perform data analytics tasks to enhance customer attraction strategies and improve sales. A qualitative evaluation of the methodology is also carried out to identify possibilities for improvement in the methodology. The result shows the usefulness of the methodology offering opportunities for improvement in the management of the large amount of information, which was mostly found in flat files (Excel) from where filters were used to generate Marketing reports without considering historical information.