Sistema de apoyo a la decisión para la asignación y gestión de campañas de mercadeo en una entidad financiera

dc.contributorAlvarez Martínez, David
dc.contributorTorres Cadena, Gonzalo
dc.contributorGómez Castro, Camilo Hernando
dc.contributorEscobar Velásquez, John Wilmer
dc.contributorFacultad de Ingeniería
dc.creatorCuéllar Sabogal, Juan Diego
dc.date.accessioned2023-06-06T13:35:16Z
dc.date.accessioned2023-09-06T23:31:40Z
dc.date.available2023-06-06T13:35:16Z
dc.date.available2023-09-06T23:31:40Z
dc.date.created2023-06-06T13:35:16Z
dc.date.issued2023-05-19
dc.identifierhttp://hdl.handle.net/1992/67210
dc.identifierinstname:Universidad de los Andes
dc.identifierreponame:Repositorio Institucional Séneca
dc.identifierrepourl:https://repositorio.uniandes.edu.co/
dc.identifier.urihttps://repositorioslatinoamericanos.uchile.cl/handle/2250/8726588
dc.description.abstractEn el marco de la mejora de la operación del área de Mercadeo de un Banco, se generó un sistema de apoyo a la decisión (DSS) para la asignación y gestión de campañas. Esta asignación puede verse como un problema de asignación de tareas del tipo Qm//[sumatoria]QjWj. Para resolver este Scheduling, el DSS propuesto integró un algoritmo de búsqueda local iterada (ILS). Se evaluó la efectividad de la metaheurística comparando contra el desempeño de un software comercial de optimización lineal. Los resultados arrojan un gran desempeño en términos de tiempo computacional y cercanía al valor óptimo para el ILS. Por último, se implementó el DSS mediante los aplicativos que incluye la suite empresarial del Banco dando resultados positivos para los usuarios de este. Como trabajo adicional se propone evaluar el sistema de asignación de tareas mediante la ejecución de tareas en paralelo para poder representar mejor un esquema operativo constituido por personas.
dc.description.abstractAt Marketing Area's Bank, a Decision Support System (DSS) was developed to improve the scheduling and management of digital campaigns. This Schedule can be seen as Qm//[sumatoria]QjWj problem. To solve this, the proposed DSS included an Iterated Local Search (ILS) algorithm. The effectiveness of this metaheuristic was evaluated by comparing against a commercial linear optimization software performance. The ILS result shows a good performance in terms of computational time and gap between the optimal value obtained with the commercial software. Finally, the DSS was created using the Bank's business suite, showing positive results for their final users. As additional work, it is proposed to evaluate the Scheduling problem with parallel execution of jobs in order to simulate a better real situation of the campaign process generation.
dc.languagespa
dc.publisherUniversidad de los Andes
dc.publisherMaestría en Ingeniería Industrial
dc.publisherFacultad de Ingeniería
dc.publisherDepartamento de Ingeniería Industrial
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dc.rightsAtribución-CompartirIgual 4.0 Internacional
dc.rightsAtribución-CompartirIgual 4.0 Internacional
dc.rightshttp://creativecommons.org/licenses/by-sa/4.0/
dc.rightsinfo:eu-repo/semantics/openAccess
dc.rightshttp://purl.org/coar/access_right/c_abf2
dc.titleSistema de apoyo a la decisión para la asignación y gestión de campañas de mercadeo en una entidad financiera
dc.typeTrabajo de grado - Maestría


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