A STUDY OF UTILIZING DATA MINING ON PRODUCT PORTFOLIO PLANNING

Öz

In this study, it was intended to provide a strategic contribution to the process of the identification and formation of businesses’ product portfolio by using data mining techniques. An application was made on the data of institutions which exchange funds, using Association Rules, as a data mining technique. It was aimed to investigate whether there is an association rules between different funding instruments while competing firms exchange funds and determined the presence of 52 rules with Tertius algorithm. Benefits of using these rules were presented as a proposal to firms in their products portfolio planning

Anahtar Kelimeler

• Product Portfolio Planning, Portfolio Analysis, Data Mining

Ürün Portföy Planlamasında Veri Madenciliğinden Yararlanılması Üzerine Bir Çalışma

Öz

Bu çalışmada, işletmelerin ürün portföylerinin tanımlanması ve oluşturulması aşamasına, veri madenciliği teknikleri kullanılarak, stratejik bir katkı sağlamak istenmiştir. Bir veri madenciliği tekniği olan Birliktelik Kuralları tekniği kullanılarak, fon alışverişi yapan kurumlara ait veriler üzerinde bir uygulama yapılmıştır. Rakip işletmelerin fon alımı yapılırken farklı fon araçları arasında bir birliktelik kuralının olup olmadığı araştırılmaya çalışılmış ve Tertius algoritması ile 52 kuralın varlığı tespit edilmiştir. Ürün portföy planlamalarında, bu kurallardan yararlanabilecekleri, işletmelere bir öneri olarak sunulmuştur.

Anahtar Kelimeler

• Ürün Portföy Planlaması, Portföy Analizi, Veri

Kaynakça

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33. Interaction, Nanyang Tecnological University, PhD Thesis. Ek 1: Tertius Algoritmasıyla Üretilen Kurallar /* 0,265277 0,006369 */ YABANCIBORCLANMAARACLARI = 1 ==> OSBA = 1 or VARLIGADAYALIMENKULKIYMETLER
34. GAYRIMENKULSERTIFIKALARI = 1 or OSBA = 1 or REPO = 1= 1 = 1 or YABANCIHISSESENEDI /* 0,247466 0,000000
35. GAYRIMENKULSERTIFIKALARI = 1 or OSBA = 1 or REPO = 1 /* 0,246070 0,006369 */ YABANCIBORCLANMAARACLARI = 1 ==> BPP = 1 or OSBA = 1
36. /* 0,245872 0,000000 */ YABANCIBORCLANMAARACLARI = 1 ==> OSBA = 1 or REPO = 1 or VARLIGADAYALIMENKULKIYMETLER = 1
37. /* 0,236124 0,012739 */ YABANCIBORCLANMAARACLARI = 1 ==> HZBDTHOSTOSB = 1 or VARLIGADAYALIMENKULKIYMETLER = 1 or YABANCIHISSESENEDI = 1 = 1 ==>
38. /* 0,236124 0,012739 */ YABANCIBORCLANMAARACLARI = 1 ==> OSBA = 1 or YABANCIHISSESENEDI = 1 or ALTINVEKIYMETLIMADEN = 1 /* 0,236124 0,012739 */
39. VARLIGADAYALIMENKULKIYMETLER = 1 ==> GAYRIMENKULSERTIFIKALARI = 1 or OSBA = 1 or ALTINVEKIYMETLIMADEN = 1 /* 0,232804 0,012739 */
40. GAYRIMENKULSERTIFIKALARI = 1 or OSBA = 1 or YABANCIHISSESENEDI = 1 /* 0,231332 0,000000 */ YABANCIBORCLANMAARACLARI = 1 ==> BPP = 1 or OSBA = 1 or REPO = 1
41. /* 0,231270 0,006369 */ VARLIGADAYALIMENKULKIYMETLER = 1 ==> BPP = 1 or DIBSOSBA = 1 or OSBA = 1
42. VARLIGADAYALIMENKULKIYMETLER = 1 or YABANCIHISSESENEDI = 1 /* 0,228377 0,000000 */ BPP = 1 and YABANCIBORCLANMAARACLARI = 1 ==>
43. VARLIGADAYALIMENKULKIYMETLER = 1 or YABANCIHISSESENEDI = 1 /* 0,226110 0,012739 */ YABANCIBORCLANMAARACLARI = 1 ==> KBAOSBA = 1 or OSBA = 1 or YABANCIHISSESENEDI = 1
44. /* 0,225924 0,082803 */ BPP = 1 ==> VARLIGADAYALIMENKULKIYMETLER = 1 or YABANCIHISSESENEDI = 1 or YABANCIMENKULKIYMETLER = 1
45. /* 0,225924 0,082803 */ BPP = 1 ==> GAYRIMENKULSERTIFIKALARI = 1 or YABANCIBORCLANMAARACLARI = 1 or YABANCIMENKULKIYMETLER = 1 BPP
46. GAYRIMENKULSERTIFIKALARI = 1 or REPO = 1 /* 0,222734 0,012739 */ VARLIGADAYALIMENKULKIYMETLER = 1 ==> ALTIN = 1 or GAYRIMENKULSERTIFIKALARI = 1 or OSBA = 1
47. /* 0,222734 0,012739 */ YABANCIBORCLANMAARACLARI = 1 ==> ALTIN = 1 or OSBA = 1 or YABANCIHISSESENEDI = 1
48. /* 0,220138 0,050955 */ BPP = 1 ==> GAYRIMENKULSERTIFIKALARI = 1 or REPO = 1 or YABANCIMENKULKIYMETLER = 1
49. GAYRIMENKULSERTIFIKALARI = 1 or REPO = 1 /* 0,219340 0,012739 */ YABANCIBORCLANMAARACLARI = 1 ==> BPP = 1 or HZBDTHOSTOSB
50. = 1 or ALTINVEKIYMETLIMADEN = 1 /* 0,218779 0,076433 */ BPP = 1 ==> DIBSOSBA = 1 or VARLIGADAYALIMENKULKIYMETLER
51. = 1 or YABANCIHISSESENEDI = 1 /* 0,217635 0,012739 */ VARLIGADAYALIMENKULKIYMETLER = 1 ==> ALTIN = 1 or DIBSOSBA = 1 or GAYRIMENKULSERTIFIKALARI = 1
52. /* 0,214346 0,006369 */ YABANCIBORCLANMAARACLARI = 1 ==> REPO = 1 or VARLIGADAYALIMENKULKIYMETLER = 1
53. /* 0,214209 0,012739 */ YABANCIBORCLANMAARACLARI = 1 ==> BPP = 1 or HZBDTHOSTOSB
54. = 1 or VARLIGADAYALIMENKULKIYMETLER = 1 VARLIGADAYALIMENKULKIYMETLER = 1 or YABANCIHISSESENEDI = 1 */ /* 0,210892 0,006369 */ YABANCIBORCLANMAARACLARI = 1 ==> OSBA = 1 or REPO = 1
55. /* 0,209029 0,012739 */ VARLIGADAYALIMENKULKIYMETLER = 1 ==> BPP = 1 or OSBA = 1
56. /* 0,209029 0,012739 */ YABANCIBORCLANMAARACLARI = 1 ==> BPP = 1 or HZBDTHOSTOSB = 1 or KBAOSBA = 1
57. /* 0,209029 0,012739 */ VARLIGADAYALIMENKULKIYMETLER = 1 ==> BPP = 1 or DIBSOSBA
58. = 1 or ALTINVEKIYMETLIMADEN = 1 GAYRIMENKULSERTIFIKALARI = 1 or YABANCIBORCLANMAARACLARI = 1 BPP /* 0,206296 0,089172 */ BPP = 1 ==> YABANCIBORCLANMAARACLARI = 1 or YABANCIHISSESENEDI = 1 or YABANCIMENKULKIYMETLER = 1
59. /* 0,205548 0,012739 */ YABANCIBORCLANMAARACLARI = 1 ==> ALTIN = 1 or BPP = 1 or HZBDTHOSTOSB = 1
60. /* 0,205548 0,012739 */ VARLIGADAYALIMENKULKIYMETLER = 1 ==> BPP = 1 or DIBSOSBA
61. = 1 or YABANCIBORCLANMAARACLARI = 1 /* 0,204165 0,019108 */ YABANCIBORCLANMAARACLARI = 1 ==> OSBA = 1 or YABANCIHISSESENEDI = 1
62. /* 0,202707 0,082803 */ BPP = 1 ==> ALTIN = 1 or FONKATILIMBELGELERI = 1 or YABANCIBORCLANMAARACLARI = 1
63. /* 0,202141 0,006369 */ YABANCIBORCLANMAARACLARI = 1 ==> BPP = 1 or REPO = 1
64. /* 0,200929 0,000000 */ REPO = 1 and VARLIGADAYALIMENKULKIYMETLER = 1 ==> ALTIN = 1 or GAYRIMENKULSERTIFIKALARI = 1
65. YABANCIBORCLANMAARACLARI = 1 ==> 0,229768 0,082803 */ BPP = 1 ==> FONKATILIMBELGELERI = 1 or /* 0,224063 */ = 1 ==> FONKATILIMBELGELERI = 1 or /* 0,006369 */
66. YABANCIBORCLANMAARACLARI = 1 ==> /* 0,211066 0,019108
67. YABANCIBORCLANMAARACLARI = 1 ==> /* 0,206296 0,089172 */ = 1 ==> FONKATILIMBELGELERI = 1 or /* 0,200929 0,000000 */ BPP = 1 and VARLIGADAYALIMENKULKIYMETLER = 1 ==> ALTIN = 1 or GAYRIMENKULSERTIFIKALARI = 1
68. /* 0,200683 0,019108 */ VARLIGADAYALIMENKULKIYMETLER = 1 ==> OSBA = 1 or YABANCIBORCLANMAARACLARI = 1 or ALTINVEKIYMETLIMADEN = 1
69. /* 0,198809 0,082803 */ BPP = 1 ==> ALTIN = 1 or YABANCIBORCLANMAARACLARI = 1 or YABANCIMENKULKIYMETLER = 1
70. /* 0,198541 0,057325 */ BPP = 1 ==> FONKATILIMBELGELERI = 1 or REPO = 1 or YABANCIHISSESENEDI = 1
71. VARLIGADAYALIMENKULKIYMETLER = 1 or YABANCIBORCLANMAARACLARI = 1 /* 0,198513 0,012739 */ VARLIGADAYALIMENKULKIYMETLER = 1 ==> BPP = 1 or DIBSOSBA = 1 or KBAOSBA = 1
72. /* 0,197804 0,012739 */ REPO = 1 and YABANCIBORCLANMAARACLARI = 1 ==>
73. VARLIGADAYALIMENKULKIYMETLER = 1 or YABANCIHISSESENEDI = 1 GAYRIMENKULSERTIFIKALARI = 1 or OSBA = 1 or YABANCIMENKULKIYMETLER = 1 /* 0,197180 0,019108 */ YABANCIBORCLANMAARACLARI = 1 ==> ALTIN = 1 or GAYRIMENKULSERTIFIKALARI = 1 or YABANCIHISSESENEDI = 1
74. /* 0,197180 0,019108 */ VARLIGADAYALIMENKULKIYMETLER = 1 ==> DIBSOSBA = 1 or GAYRIMENKULSERTIFIKALARI = 1 or ALTINVEKIYMETLIMADEN = 1
75. /* 0,196739 0,012739 */ VARLIGADAYALIMENKULKIYMETLER = 1 ==> ALTIN = 1 or BPP = 1 or DIBSOSBA = 1
76. /* 0,196295 0,050955 */ BPP = 1 ==> ALTIN = 1 or FONKATILIMBELGELERI = 1 or REPO = 1
77. GAYRIMENKULSERTIFIKALARI = 1 or OSBA = 1 or YABANCIBORCLANMAARACLARI = 1 /* 0,195420 0,019108 */ VARLIGADAYALIMENKULKIYMETLER = 1 ==> OSBA = 1 or YABANCIBORCLANMAARACLARI = 1 or YABANCIMENKULKIYMETLER = 1 = 1 or /* 0,197180 0,019108 */
78. VARLIGADAYALIMENKULKIYMETLER = 1 ==> /* 0,195420 0,019108 */
79. Stratejik yönetim alanında çalışmalar yapan Dr. Ali Rıza İnce, halen Cumhuriyet Üniversitesinde Yönetim Bilişim sistemleri bölümünde öğretim üyesi olarak görev yapmaktadır.