Інформаційна технологія для аналізу пунктів продажу мобільного оператора на основі методів кластеризаціЇ

Abstract

This research presents the development and implementation of information technology for monitoring and analyzing segments of a mobile operator's stores using clustering methods. The study addresses a pertinent issue in marketing and business optimization, namely the enhancement of strategies for the network of mobile communication stores. The research paper presents a novel approach to segmenting mobile operator stores using clustering algorithms. A software product was developed that includes machine learning algorithms for clustering stores according to critical parameters. A comprehensive analysis of the mobile operator's database was conducted to identify critical characteristics of the stores, such as profitability, patterns of mobile operator service usage, the number of new and lost customers, geographical location, and other vital indicators. Particular attention was paid to developing tools for preparing and processing input data, ensuring the accuracy of subsequent clustering. With the created product, the mobile operator can identify the most profitable stores, uncover growth opportunities, and develop targeted strategies for each segment. By applying the developed technology, the mobile operator gains the ability not only to identify crucial and profitable sales points but also to develop focused strategies for different groups of stores, taking into account their unique characteristics. This approach strengthens the company's market position, increasing customer satisfaction and profitability. Additionally, when examining the possibilities of analyzing store dynamics over time, it is necessary to consider the ever-evolving business environment. Such a tool can assist the operator in swiftly adapting strategies and responding to new trends and challenges while preserving stability and profitability. Similar innovative approaches not only facilitate the management of a mobile operator's store network but also enable the establishment of more open and flexible customer relationships. By providing personalized services and responding to their needs, businesses can enhance customer loyalty and increase their profits. In conclusion, this research endeavour carries significant practical implications for the realms of marketing and mobile operator development. Its findings can be harnessed to enhance the efficiency of operations and profitability within this industry.