Navegando por Assunto "Comportamento do consumidor"

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Predição de comportamento de usuários oriundos do marketing digital por meio de redes neurais artificiais e aprendizado supervisionado
(Universidade Federal do Pará, 2019) ALVES, Vitor Pinheiro; TEIXEIRA, Otávio Noura; http://lattes.cnpq.br/5784356232477760; https://orcid.org/0000-0002-7860-5996
Success in attracting customers using marketing techniques creates a billionare problem wich is one of the most difficult that is selecting among the many prospects, which are more likely to become a customer. This work uses artificial neural networks to analyze the dataset generated from digital marketig techniques and classify which prospects have a greater chance to become a customer and which ones should be discarded. The Neural Network scores approximately 70% of cases among 3,541 records processed.