Diseño de un modelo predictivo a partir de variables cuantitativas y cualitativas para implementarlo en medios digitales

Abstract

The recommendation system presented in this Undergraduate Thesis contains within itself the statistical analysis of the company's and users' references, in order to finally launch a matrix of distances, that will allow offering Executives selling the brand by catalog, products having a high probability of being purchased, based on their purchase history or preferences; however, the added value lies in the knowledge being placed on it when implemented in the most important places on the website according to Customer Journey, since it is developed according to the best practices found in Sirius usability model and has supported decisions of the way of communication, including photography, with a serious eye tracking and focus group process through the cognitive tour.

The aforementioned will materialize in two very clear strategies within the web page, "Recommended for you and your clients" and "Other Executives also purchased" with which it can be concluded that the Undergraduate Thesis fulfilled the objective of grounding all decisions in quantitative and qualitative variables, but above all, it was a research process based on the magic of data as it is posed by the very important concept of database marketing.