Publicação
iiA consulting lab on Galp´s B2C segmentation: a guide to implementing segmentation methodologies.
| Resumo: | The project on "Galp's B2C Segmentation" is a comprehensive study aimed at refining Galp's customer segmentation strategy based on consumer needs. It involves detailed analysis of customer survey data using qualitative and quantitative methods to develop an advanced segmentation model. Key steps include data cleaning, clustering using KMeans algorithm, and characterizing clusters demographically and behaviourally. The project concludes with the creation of distinct personas, providing actionable insights for Galp's marketing strategies in the competitive energy sector. This work represents an integrative approach, combining academic and industry expertise for strategic development in customer relations and market positioning. |
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| Autores principais: | Pinheiro, Rita Maria Pedro |
| Assunto: | Consultancy project B2C segmentation Market segmentation theory customer clustering KMeans algorithm Customer personas Consumer behaviour analysis Demographic profiling Data-driven decision making Competitive analysis Market trends Customer engagement strategies Marketing strategies Energy sector Data analysis Qualitative and quantitative methods Market positioning Targeted marketing |
| Ano: | 2024 |
| País: | Portugal |
| Tipo de documento: | dissertação de mestrado |
| Tipo de acesso: | acesso embargado |
| Instituição associada: | Universidade Nova de Lisboa |
| Idioma: | inglês |
| Origem: | Repositório Institucional da UNL |
| Resumo: | The project on "Galp's B2C Segmentation" is a comprehensive study aimed at refining Galp's customer segmentation strategy based on consumer needs. It involves detailed analysis of customer survey data using qualitative and quantitative methods to develop an advanced segmentation model. Key steps include data cleaning, clustering using KMeans algorithm, and characterizing clusters demographically and behaviourally. The project concludes with the creation of distinct personas, providing actionable insights for Galp's marketing strategies in the competitive energy sector. This work represents an integrative approach, combining academic and industry expertise for strategic development in customer relations and market positioning. |
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