Análise de modelos matemáticos para o problema de marketing direto com oferta de produtos
Ano de defesa: | 2019 |
---|---|
Autor(a) principal: | |
Orientador(a): | |
Banca de defesa: | , |
Tipo de documento: | Dissertação |
Tipo de acesso: | Acesso aberto |
Idioma: | por |
Instituição de defesa: |
Universidade Federal de Santa Maria
Centro de Tecnologia |
Programa de Pós-Graduação: |
Programa de Pós-Graduação em Engenharia de Produção
|
Departamento: |
Engenharia de Produção
|
País: |
Brasil
|
Palavras-chave em Português: | |
Palavras-chave em Inglês: | |
Área do conhecimento CNPq: | |
Link de acesso: | http://repositorio.ufsm.br/handle/1/19106 |
Resumo: | The increasing complexity of modern business environments and the vast volume of data available make it necessary to use advanced models and computerized methods in organizations. With competitiveness increasing rapidly, organizations need to seek their differential and data are, often, the basis for calculations and simulations that support decision-making in a number of areas, including direct marketing. Direct marketing is a strategy that differentiates customers and exposes them to personalized information, seeking to supply individual needs and desires in the best possible way. The present research has the objective of analyze the behavior of mathematical models to solve the problem of direct marketing with product offer, whose purpose is to obtain the maximization of the problem, also considering the effect of cannibalism between products, comparing the quality of solutions obtained, GAP and computational time employed to obtain the results, thus, observing the performance of the commercial solver adopted. The method of study is based on Operational Research, especially in mathematical modeling. The mathematical models investigated, started from previous studies, exploring exact and heuristic methods to solve problems of direct marketing with offer of products. There were six executions of 324 instances for the problems No Cannibalism, M+, M+ Cannibalism, With Cannibalism, Dissimilarity and Similarity. The mathematical modeling in the Zimpl language generated LP files, later executed in the ILOG CPLEX Optimization Studio solver to solve the problems. The six exact methods performed in the present research, demonstrated good performance in the problems in which they were applied, since for the problem No Cannibalism 91.67% of the sets reached optimality, for the changes in the problem M+ Cannibalism and M+, 93.21% and 94.14% of the sets, respectively, obtained the optimal results. The problem With Cannibalism corresponded to 91.98% of optimal solutions, being that, the problem with Dissimilar pairs reached 95.37% and Similiridade 93.21%. The exact method applied proved be sufficient for the problems in question. It was verified the efficiency of the CPLEX solver for the problems already mentioned, since it provided the upper limits for all problems and in the majority, in the optimality, executing them in acceptable computational time. The files resulting from the application of the exact methods used in this research, are available at GitHub, aiming to foster new optimization research for problems of direct marketing with product offerings. |
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2019-12-05T14:45:58Z2019-12-05T14:45:58Z2019-03-15http://repositorio.ufsm.br/handle/1/19106The increasing complexity of modern business environments and the vast volume of data available make it necessary to use advanced models and computerized methods in organizations. With competitiveness increasing rapidly, organizations need to seek their differential and data are, often, the basis for calculations and simulations that support decision-making in a number of areas, including direct marketing. Direct marketing is a strategy that differentiates customers and exposes them to personalized information, seeking to supply individual needs and desires in the best possible way. The present research has the objective of analyze the behavior of mathematical models to solve the problem of direct marketing with product offer, whose purpose is to obtain the maximization of the problem, also considering the effect of cannibalism between products, comparing the quality of solutions obtained, GAP and computational time employed to obtain the results, thus, observing the performance of the commercial solver adopted. The method of study is based on Operational Research, especially in mathematical modeling. The mathematical models investigated, started from previous studies, exploring exact and heuristic methods to solve problems of direct marketing with offer of products. There were six executions of 324 instances for the problems No Cannibalism, M+, M+ Cannibalism, With Cannibalism, Dissimilarity and Similarity. The mathematical modeling in the Zimpl language generated LP files, later executed in the ILOG CPLEX Optimization Studio solver to solve the problems. The six exact methods performed in the present research, demonstrated good performance in the problems in which they were applied, since for the problem No Cannibalism 91.67% of the sets reached optimality, for the changes in the problem M+ Cannibalism and M+, 93.21% and 94.14% of the sets, respectively, obtained the optimal results. The problem With Cannibalism corresponded to 91.98% of optimal solutions, being that, the problem with Dissimilar pairs reached 95.37% and Similiridade 93.21%. The exact method applied proved be sufficient for the problems in question. It was verified the efficiency of the CPLEX solver for the problems already mentioned, since it provided the upper limits for all problems and in the majority, in the optimality, executing them in acceptable computational time. The files resulting from the application of the exact methods used in this research, are available at GitHub, aiming to foster new optimization research for problems of direct marketing with product offerings.A crescente complexidade dos ambientes de negócios modernos e o vasto volume de dados disponíveis tornam necessário o uso de modelos avançados e métodos informatizados nas organizações. Com a competitividade aumentando de forma acelerada, as organizações necessitam buscar o seu diferencial e os dados são, muitas vezes, a base para cálculos e simulações que suportam a tomada de decisão em diversas áreas, incluindo o marketing direto. O marketing direto é uma estratégia que diferencia os clientes e os expõe à informações personalizadas, buscando suprir a necessidade e desejos individuais da melhor maneira possível. A presente pesquisa tem o objetivo de analisar o comportamento de modelos matemáticos para resolução do problema de marketing direto com oferta de produtos, considerando também o efeito do canibalismo entre produtos, comparando a qualidade das soluções obtidas, o GAP e o tempo computacional empregado para obtenção dos resultados, desta forma, observando o desempenho do solver comercial adotado. O método de estudo abordado fundamenta-se na Pesquisa Operacional, em especial na modelagem matemática. Os modelos matemáticos investigados, partiram de estudos anteriores, explorando métodos exatos e heurísticas para a resolução de problemas de marketing direto com oferta de produtos. Realizaram-se seis execuções de 324 instâncias para os problemas Sem Canibalismo, M+, M+ Canibalismo, Com Canibalismo, Dissimilaridade e Similaridade. A modelagem matemática na linguagem Zimpl gerou arquivos LP, posteriormente executados no solver ILOG CPLEX Optimization Studio para resolução dos problemas. Os seis métodos exatos executados na presente pesquisa, demonstraram bom desempenho nos problemas em que foram aplicados, dado que, para o problema Sem Canibalismo 91,67% dos conjuntos alcançaram a otimalidade, para as alterações do problema M+ Canibalismo e M+, 93,21% e 94,14% dos conjuntos, respectivamente, obtiveram os resultados ótimos. O problema Com Canibalismo correspondeu a 91,98% de soluções ótimas, sendo que, o problema com pares Dissimilares chegou a 95,37% e o de Similiridade 93,21%. O método exato aplicado mostrou-se suficiente para os problemas em questão. Comprovou-se a eficiência do solver CPLEX para os problemas já citados, visto que o mesmo forneceu os limitantes superiores para todos os problemas e em sua maioria, na otimalidade, executando os mesmos em tempo computacional aceitável. Os arquivos resultantes da aplicação dos métodos exatos utilizados nesta pesquisa, estão disponíveis no GitHub, objetivando fomentar novas pesquisas de otimização para problemas de marketing direto com oferta de produtos.porUniversidade Federal de Santa MariaCentro de TecnologiaPrograma de Pós-Graduação em Engenharia de ProduçãoUFSMBrasilEngenharia de ProduçãoAttribution-NonCommercial-NoDerivatives 4.0 Internationalhttp://creativecommons.org/licenses/by-nc-nd/4.0/info:eu-repo/semantics/openAccessMarketing diretoOtimizaçãoModelagem matemáticaCPLEXDirect marketingOptimizationMathematical modelingCommercial solversCNPQ::ENGENHARIAS::ENGENHARIA DE PRODUCAOAnálise de modelos matemáticos para o problema de marketing direto com oferta de produtosAnalysis of mathematical models for direct marketing problem with product offeringinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisMüller, Felipe Martinshttp://lattes.cnpq.br/5941686828835081Garcia, Vinícius Jacqueshttp://lattes.cnpq.br/5496717370740068Furtado, João Carloshttp://lattes.cnpq.br/5916894709084624http://lattes.cnpq.br/8376875303744779Schneider, Vanessa Andréia30080000000560071f97871-5101-4fa8-b821-aa730e3775c4446af148-c76d-4ff2-851c-41894ff638d15e876d70-269c-46b8-b202-c81daa1fa09fbf934fa4-0f3d-43b7-9733-de015dbad028reponame:Biblioteca Digital de Teses e Dissertações do UFSMinstname:Universidade Federal de Santa Maria (UFSM)instacron:UFSMORIGINALDIS_PPGEP_2019_SCHNEIDER_VANESSA.pdfDIS_PPGEP_2019_SCHNEIDER_VANESSA.pdfDissertação de Mestradoapplication/pdf8056534http://repositorio.ufsm.br/bitstream/1/19106/1/DIS_PPGEP_2019_SCHNEIDER_VANESSA.pdfb9bdfee391c9b63e4d77cea2f255cfa8MD51CC-LICENSElicense_rdflicense_rdfapplication/rdf+xml; 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dc.title.por.fl_str_mv |
Análise de modelos matemáticos para o problema de marketing direto com oferta de produtos |
dc.title.alternative.eng.fl_str_mv |
Analysis of mathematical models for direct marketing problem with product offering |
title |
Análise de modelos matemáticos para o problema de marketing direto com oferta de produtos |
spellingShingle |
Análise de modelos matemáticos para o problema de marketing direto com oferta de produtos Schneider, Vanessa Andréia Marketing direto Otimização Modelagem matemática CPLEX Direct marketing Optimization Mathematical modeling Commercial solvers CNPQ::ENGENHARIAS::ENGENHARIA DE PRODUCAO |
title_short |
Análise de modelos matemáticos para o problema de marketing direto com oferta de produtos |
title_full |
Análise de modelos matemáticos para o problema de marketing direto com oferta de produtos |
title_fullStr |
Análise de modelos matemáticos para o problema de marketing direto com oferta de produtos |
title_full_unstemmed |
Análise de modelos matemáticos para o problema de marketing direto com oferta de produtos |
title_sort |
Análise de modelos matemáticos para o problema de marketing direto com oferta de produtos |
author |
Schneider, Vanessa Andréia |
author_facet |
Schneider, Vanessa Andréia |
author_role |
author |
dc.contributor.advisor1.fl_str_mv |
Müller, Felipe Martins |
dc.contributor.advisor1Lattes.fl_str_mv |
http://lattes.cnpq.br/5941686828835081 |
dc.contributor.referee1.fl_str_mv |
Garcia, Vinícius Jacques |
dc.contributor.referee1Lattes.fl_str_mv |
http://lattes.cnpq.br/5496717370740068 |
dc.contributor.referee2.fl_str_mv |
Furtado, João Carlos |
dc.contributor.referee2Lattes.fl_str_mv |
http://lattes.cnpq.br/5916894709084624 |
dc.contributor.authorLattes.fl_str_mv |
http://lattes.cnpq.br/8376875303744779 |
dc.contributor.author.fl_str_mv |
Schneider, Vanessa Andréia |
contributor_str_mv |
Müller, Felipe Martins Garcia, Vinícius Jacques Furtado, João Carlos |
dc.subject.por.fl_str_mv |
Marketing direto Otimização Modelagem matemática CPLEX |
topic |
Marketing direto Otimização Modelagem matemática CPLEX Direct marketing Optimization Mathematical modeling Commercial solvers CNPQ::ENGENHARIAS::ENGENHARIA DE PRODUCAO |
dc.subject.eng.fl_str_mv |
Direct marketing Optimization Mathematical modeling Commercial solvers |
dc.subject.cnpq.fl_str_mv |
CNPQ::ENGENHARIAS::ENGENHARIA DE PRODUCAO |
description |
The increasing complexity of modern business environments and the vast volume of data available make it necessary to use advanced models and computerized methods in organizations. With competitiveness increasing rapidly, organizations need to seek their differential and data are, often, the basis for calculations and simulations that support decision-making in a number of areas, including direct marketing. Direct marketing is a strategy that differentiates customers and exposes them to personalized information, seeking to supply individual needs and desires in the best possible way. The present research has the objective of analyze the behavior of mathematical models to solve the problem of direct marketing with product offer, whose purpose is to obtain the maximization of the problem, also considering the effect of cannibalism between products, comparing the quality of solutions obtained, GAP and computational time employed to obtain the results, thus, observing the performance of the commercial solver adopted. The method of study is based on Operational Research, especially in mathematical modeling. The mathematical models investigated, started from previous studies, exploring exact and heuristic methods to solve problems of direct marketing with offer of products. There were six executions of 324 instances for the problems No Cannibalism, M+, M+ Cannibalism, With Cannibalism, Dissimilarity and Similarity. The mathematical modeling in the Zimpl language generated LP files, later executed in the ILOG CPLEX Optimization Studio solver to solve the problems. The six exact methods performed in the present research, demonstrated good performance in the problems in which they were applied, since for the problem No Cannibalism 91.67% of the sets reached optimality, for the changes in the problem M+ Cannibalism and M+, 93.21% and 94.14% of the sets, respectively, obtained the optimal results. The problem With Cannibalism corresponded to 91.98% of optimal solutions, being that, the problem with Dissimilar pairs reached 95.37% and Similiridade 93.21%. The exact method applied proved be sufficient for the problems in question. It was verified the efficiency of the CPLEX solver for the problems already mentioned, since it provided the upper limits for all problems and in the majority, in the optimality, executing them in acceptable computational time. The files resulting from the application of the exact methods used in this research, are available at GitHub, aiming to foster new optimization research for problems of direct marketing with product offerings. |
publishDate |
2019 |
dc.date.accessioned.fl_str_mv |
2019-12-05T14:45:58Z |
dc.date.available.fl_str_mv |
2019-12-05T14:45:58Z |
dc.date.issued.fl_str_mv |
2019-03-15 |
dc.type.status.fl_str_mv |
info:eu-repo/semantics/publishedVersion |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/masterThesis |
format |
masterThesis |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
http://repositorio.ufsm.br/handle/1/19106 |
url |
http://repositorio.ufsm.br/handle/1/19106 |
dc.language.iso.fl_str_mv |
por |
language |
por |
dc.relation.cnpq.fl_str_mv |
300800000005 |
dc.relation.confidence.fl_str_mv |
600 |
dc.relation.authority.fl_str_mv |
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dc.rights.driver.fl_str_mv |
Attribution-NonCommercial-NoDerivatives 4.0 International http://creativecommons.org/licenses/by-nc-nd/4.0/ info:eu-repo/semantics/openAccess |
rights_invalid_str_mv |
Attribution-NonCommercial-NoDerivatives 4.0 International http://creativecommons.org/licenses/by-nc-nd/4.0/ |
eu_rights_str_mv |
openAccess |
dc.publisher.none.fl_str_mv |
Universidade Federal de Santa Maria Centro de Tecnologia |
dc.publisher.program.fl_str_mv |
Programa de Pós-Graduação em Engenharia de Produção |
dc.publisher.initials.fl_str_mv |
UFSM |
dc.publisher.country.fl_str_mv |
Brasil |
dc.publisher.department.fl_str_mv |
Engenharia de Produção |
publisher.none.fl_str_mv |
Universidade Federal de Santa Maria Centro de Tecnologia |
dc.source.none.fl_str_mv |
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