CRM and customer evaluation using MCDM

Published: 29 July 2022| Version 1 | DOI: 10.17632/xngss375gk.1
Contributors:
Guilherme Jacomini,

Description

This dataset contains supplementary data related to the article submitted to International Journal of Production Economics (IJPE), entitled "A combined multicriteria and fuzzy sets approach to customer relationship management". It contains two files. The first presents data and evaluation of 21 potential customers (of a digital marketing company) using the multicriteria decision making (MCDM) method PROMETHEE II; it contains the implementation of VBA code of this method. The second presents data and evaluation of 8 customers (of the same digital marketing company) using the multicriteria decision making (MCDM) method fuzzy TOPSIS; it also contains the implementation of VBA code of the method. To better explain used data and evaluations: the potential customers are evaluated considering criteria "audience" (which means number of followers of the potential customers in social media), "used platform" (expresses which platform the customer uses to disseminate content) and "niche relevance" (importance of the niche in which customers produce content). Finally, applying the PROMETHEE II method results in a final score for each potential customer, allowing to rank them according to these scores. Current customers are evaluated using sets of criteria grouped in three performance dimension: growth potential, relationship and cost-effectiveness. Applying fuzzy TOPSIS method results in a score for each dimension. Thus, customers are classified using two portfolio matrices. Steps to reproduce the applications can be found in the respective worksheets.

Files

Steps to reproduce

Steps to reproduce the applications can be found in the respective worksheets. To use them, the user must download and enable the use of the VBA tools.

Institutions

Conselho Nacional de Desenvolvimento Cientifico e Tecnologico, Universidade de Sao Paulo

Categories

Segmentation, Decision Making, Decision-Making Model, Customer Relationship Marketing, Multiple-Criteria Decision Analysis

License