Marketing digital e ciência de dados: recomendações de produtos

Abstract

The objective of this work is to demonstrate how data science plays an important role within a company. The work is focused on data science and its understanding with marketing very focused on digital marketing. Marketing 5.0 has as its main pillar data-driven, in which the actions carried out within the company are based on the analysis of internal data. One of the data science sensations that can impact the best marketing targeting of a commercial company is the use of purchase recommendation processes based on association rules. For the implementation of this case, a website of a small market was created in which, through a well-known algorithm in the area of data science called Apriori, it was able to recommend the purchase of other items according to statistical methods of correlations of item sets. As a result, it was possible to identify the items that have an association according to the defined minimum support and confidence and then create this associations between the products, thus being able to create campaigns and marketing strategies met for these associations.