Propensity modeling with marketing strategy implementation in the B2B software test management market

Bibliographic Details
Main Author: Martirosyan, Nane
Publication Date: 2024
Format: Master thesis
Language: eng
Source: Repositórios Científicos de Acesso Aberto de Portugal (RCAAP)
Download full: http://hdl.handle.net/10362/164327
Summary: Project Work presented as the partial requirement for obtaining a Master's degree in Data Driven Marketing, specialization in Digital Marketing and Analytics
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network_name_str Repositórios Científicos de Acesso Aberto de Portugal (RCAAP)
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spelling Propensity modeling with marketing strategy implementation in the B2B software test management marketPropensity ModelingSoftware Test ManagementB2B Marketing StrategySAS Enterprise MinerPythonCRISP-DMSDG 8 - Decent work and economic growthSDG 12 - Responsible production and consumptionDomínio/Área Científica::Ciências Naturais::Ciências da Computação e da InformaçãoProject Work presented as the partial requirement for obtaining a Master's degree in Data Driven Marketing, specialization in Digital Marketing and AnalyticsThis research delves into the burgeoning domain of Business-to-Business (B2B) Software Test Management, an area poised for significant growth yet relatively unexplored in the academic world. The research explores the application of data-driven methods, particularly propensity modeling, to enhance marketing strategies in the market. Addressing a gap in understanding subscription trends within this sector, the thesis employs SAS Enterprise Miner software for in-depth analysis of historical data from TestRail, a prominent company in this field. The core of this investigation lies in the analysis of customer purchase behavior and preferences. A significant finding of this research is the identification and prediction of future subscription patterns, which pave the way for developing customized marketing strategies. The limitations of data that affect the predictive model performance are addressed in the study as well. The research uncovers notable trends in customer behavior, especially during the free trial period, and uses these insights to propose refined marketing approaches tailored to anticipated customer actions. These insights into subscription patterns and customer behaviors offer valuable contributions to the B2B software test management market, presenting a new perspective on optimizing marketing efforts through a data-centric approach.Rita, Paulo Miguel Rasquinho FerreiraAntónio, Nuno Miguel da ConceiçãoRUNMartirosyan, Nane2024-01-292027-01-29T00:00:00Z2024-01-29T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfhttp://hdl.handle.net/10362/164327TID:203518586enginfo:eu-repo/semantics/embargoedAccessreponame:Repositórios Científicos de Acesso Aberto de Portugal (RCAAP)instname:FCCN, serviços digitais da FCT – Fundação para a Ciência e a Tecnologiainstacron:RCAAP2024-05-22T18:19:00Zoai:run.unl.pt:10362/164327Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireinfo@rcaap.ptopendoar:https://opendoar.ac.uk/repository/71602025-05-28T17:49:43.915626Repositórios Científicos de Acesso Aberto de Portugal (RCAAP) - FCCN, serviços digitais da FCT – Fundação para a Ciência e a Tecnologiafalse
dc.title.none.fl_str_mv Propensity modeling with marketing strategy implementation in the B2B software test management market
title Propensity modeling with marketing strategy implementation in the B2B software test management market
spellingShingle Propensity modeling with marketing strategy implementation in the B2B software test management market
Martirosyan, Nane
Propensity Modeling
Software Test Management
B2B Marketing Strategy
SAS Enterprise Miner
Python
CRISP-DM
SDG 8 - Decent work and economic growth
SDG 12 - Responsible production and consumption
Domínio/Área Científica::Ciências Naturais::Ciências da Computação e da Informação
title_short Propensity modeling with marketing strategy implementation in the B2B software test management market
title_full Propensity modeling with marketing strategy implementation in the B2B software test management market
title_fullStr Propensity modeling with marketing strategy implementation in the B2B software test management market
title_full_unstemmed Propensity modeling with marketing strategy implementation in the B2B software test management market
title_sort Propensity modeling with marketing strategy implementation in the B2B software test management market
author Martirosyan, Nane
author_facet Martirosyan, Nane
author_role author
dc.contributor.none.fl_str_mv Rita, Paulo Miguel Rasquinho Ferreira
António, Nuno Miguel da Conceição
RUN
dc.contributor.author.fl_str_mv Martirosyan, Nane
dc.subject.por.fl_str_mv Propensity Modeling
Software Test Management
B2B Marketing Strategy
SAS Enterprise Miner
Python
CRISP-DM
SDG 8 - Decent work and economic growth
SDG 12 - Responsible production and consumption
Domínio/Área Científica::Ciências Naturais::Ciências da Computação e da Informação
topic Propensity Modeling
Software Test Management
B2B Marketing Strategy
SAS Enterprise Miner
Python
CRISP-DM
SDG 8 - Decent work and economic growth
SDG 12 - Responsible production and consumption
Domínio/Área Científica::Ciências Naturais::Ciências da Computação e da Informação
description Project Work presented as the partial requirement for obtaining a Master's degree in Data Driven Marketing, specialization in Digital Marketing and Analytics
publishDate 2024
dc.date.none.fl_str_mv 2024-01-29
2024-01-29T00:00:00Z
2027-01-29T00:00:00Z
dc.type.status.fl_str_mv info:eu-repo/semantics/publishedVersion
dc.type.driver.fl_str_mv info:eu-repo/semantics/masterThesis
format masterThesis
status_str publishedVersion
dc.identifier.uri.fl_str_mv http://hdl.handle.net/10362/164327
TID:203518586
url http://hdl.handle.net/10362/164327
identifier_str_mv TID:203518586
dc.language.iso.fl_str_mv eng
language eng
dc.rights.driver.fl_str_mv info:eu-repo/semantics/embargoedAccess
eu_rights_str_mv embargoedAccess
dc.format.none.fl_str_mv application/pdf
dc.source.none.fl_str_mv reponame:Repositórios Científicos de Acesso Aberto de Portugal (RCAAP)
instname:FCCN, serviços digitais da FCT – Fundação para a Ciência e a Tecnologia
instacron:RCAAP
instname_str FCCN, serviços digitais da FCT – Fundação para a Ciência e a Tecnologia
instacron_str RCAAP
institution RCAAP
reponame_str Repositórios Científicos de Acesso Aberto de Portugal (RCAAP)
collection Repositórios Científicos de Acesso Aberto de Portugal (RCAAP)
repository.name.fl_str_mv Repositórios Científicos de Acesso Aberto de Portugal (RCAAP) - FCCN, serviços digitais da FCT – Fundação para a Ciência e a Tecnologia
repository.mail.fl_str_mv info@rcaap.pt
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