Data Mining Analysis of Users' Behaviour in Application Retrieval Program

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Dr. Szűcs Gábor
Department of Telecommunications and Media Informatics

In this thesis about the behavioral analysis of the users of an application retrieval program, you can find research about the search systems that will help with understanding the mobile based application in question. At the beginning of the thesis you can also find the theoretical background for customer segmentation which served as the bases for solving the business problem. Besides the segmentation itself, the whole process of the customer analysis is also important: starting with the negotiations and coordination with the client, continuing with the data analysis and manipulation and the planning and execution of the segmentation process, finishing with the evaluation of the results and the recommendation for further business improvements. During this task I formulated three business objectives which are all discussed in detail in this thesis work. Working towards the goals I performed many clustering processes and also many comparisons with various data mining and statistical tools. Based on the resulting clusters I analyzed the different identified customer groups and their search behaviors. I also checked the segmentation results from the business point of view, and after the description of the segmentation model you can find the detailed results of the various segmentations. Ending this thesis work I gave an executive summary of the results and you can also find the different business proposals I recommended.


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