Illustration of Customer Analytics in Public Procurement

Yıl 2021, Cilt: 1 Sayı: 1, 46 - 54, 23.12.2021

Ümit Cengiz Uysal Abdulkadir Hızıroğlu Muhammed Emin Karabacak

Öz

According to European Commission and OECD, the share of public procurement in national economies (GDP) is 14% in EU countries and 12% in OECD countries. This rate is an important policy tool in Turkey is 7%. Public procurement is essentially made under the Public Procurement Act 4734. Besides, exceptions have been arranged for some institutions and organizations in order to meet the needs quickly and on-site. At this point, the State Supply Office appears as a central purchasing institution based on the role of intermediary between suppliers and public institutions. The aim of the study is to determine the profiles and purchasing tendencies of the customers who buy from the State Material Office by catalog method within the framework of customer analytics. In this context, customer segments based on value and behavior were created through analytical marketing methods RFM (recency, frequency and monetary) analysis. A strategy map was determined with the results obtained and the results were monitored on the business intelligence platform. Customer analytics are used extensively by the leading companies of the banking, telecom and retail sectors and significant outputs are achieved. Within this framework, customer analytical studies conducted in the public market are also important.

Anahtar Kelimeler

Customer Analytics, Customer Relationship Management, RFM Analysis

Kaynakça

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