Hana Jonášová

Customer segmentation utilization for differentiated approach

Customer segmentation and customer relationship management generally is interesting subject to explore. One of the main reasons why we should focus on exploring this type of research is to notion of customer loyalty and profitability to increasing market share. Customer value can provide basic information for more targeted and personalized marketing. In this paper, combination of ABC and RFM (Recency, Frequency, and Monetary) is used to customer segmentation. What is unique is using data mining segmentation method later on to dividing customers to four segments. We used well known Two Step, Kohononen - maps and K-means methods. Results show possibility to use these combinations for customer segmentation and results for different segments can be used to explain marketing strategies of company.

Students' behavior on Internets social networks as a base for e-learning tools

Behaviour of students on social networks is very interesting subject to explore. Services such as social networks offer various possibilities of interaction - chats, news, emails or forums. We made a questionnaire survey for comparison of social networks utilization with students of the Faculty of Economics and Administration at the University of Pardubice. The survey was aimed on using specific types of web services that are most frequently visited worldwide and locally in Czech Republic. We made classification of some attributes into scales. Evaluation of the survey was made to discover correlation between each attributes. Then we made cluster analysis to show the differences of using some chosen application for social networking within the students. Results show possibility to use social network as a base or one of tool for e-learning at universities.