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Syllabus Comercio Internaci
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ample, or average order size. But analytics
historically depended on art rather than sci-
competitors look well beyond basic statistics.
ence-can be improved with sophisticated
These companies use predictive modeling to
quantitative techniques. These organizations
identify the most profitable customers-plus
don't gain advantage from one killer app, but
those with the greatest profit potential and
rather from multiple applications supporting
the ones most likely to cancel their accounts
many parts of the business-and, in a few
yes, being rolled out for use by customers
acqu USO GENERALIZADO DE MODELOS Y OPTIMIZACION.
alyz Estos modelos predictivos sirven para identificar clientes
JPS embodies the evolution from targeted
lytics user to comprehensive analytics com-
LOS COMPETIDOSRES ANALITICOS.
itor. Although the company is among the
mize -modelos predictivos para identifica a clientes mas
ld's most rigorous practitioners of opera-
min rentables .
-clientes con mayor potencial de ganancias
is research and industrial engineering, its ca-
ilities were, until fairly recently, narrowly
-clientes con mayor probabilidades de cancelar sus cuentas.
used. Today, UPS is wielding its statistical
time OPTIMIZACIONAS DE SUMINISTRO, para:
I to track the movement of packages and to
icipate and influence the actions of peo-
ate complex models of how their operational
ple-assessing the likelihood of customer attri-
costs relate to their financial performance.
tion and identifying sources of problems. The
Leaders in analytics also use sophisticated
UPS Customer Intelligence Group, for exam-
experiments to measure the overall impact or
ple, is able to accurately predict customer de-
"lift" of intervention strategies and then apply
fections by examining usage patterns and com-
Employees hired for their
the results to continuously improve subse-
plaints. When the data point to a potential
expertise with numbers
quent analyses. Capital One, for example, con-
defector, a salesperson contacts that customer
ducts more than 20.000 experiments a vear.
to review and resolve the problem. dramatically
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- Fall '18