KARAYOLU TAŞIMACILIĞI SEKTÖRÜNDE MÜŞTERİ ANALİTİĞİ: BİR VAKA ÇALIŞMASI
CUSTOMER ANALYTICS IN TRUCKLOAD TRANSPORTATION SECTOR: A CASE STUDY

Summary/Abstract: Customer analytics is a field of research that helps the firm to make faster, dynamic and accurate decisions to obtain profitable customers through statistical analysis methods in rapidly changing markets and areas. Truckload transportation sector is an area that is growing, developing and increasing. Therefore, logistics companies want to make the right decisions by using the data instantly and quickly. In this context, a customer-based profit margin suggestion and prediction system is developed. The purpose in this developed system is; to determine which profit margin should provide to its customers who wish to receive transportation services. Implementation is carried out through a company engaged in truckload transportation in Turkey. This methodology is designed to include predictive analytical methods. Customer segmentation is carried out in the first stage. In the second stage, to predict profit margin, classification algorithms such as CHAID, CART and linear regression methods are used. It is determined that CHAID method gives the best results in profit margin prediction.

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