Visual customer segmentation and behavior analysis : a SOM-based approach

Ett ämne som väckt intresse både inom industrin och forskningen är hantering av kundförhållanden (CRM, eng. Customer Relationship Management), dvs. en kundorienterad affärsstrategi där företagen från att ha varit produktorienterade väljer att bli mera kundcentrerade. Numera kan kundernas beteende och aktiviteter lätt registreras och sparas med hjälp av integrerade affärssystem (ERP, eng. Enterprise Resource Planning) och datalager (DW, eng. Data Warehousing). Kunder med olika preferenser och köpbeteende skapar sin egen ”signatur” i synnerhet via användningen av kundkort, vilket möjliggör mångsidig modellering av kundernas köpbeteende. För att få en översikt av kundernas köpbeteende och deras lönsamhet, används ofta kundsegmentering som en metod för att indela kunderna i grupper utgående från deras likheter. De mest använda metoderna för kundsegmentering är analytiska modeller konstruerade för en viss tidsperiod. Dessa modeller beaktar inte att kundernas beteende kan förändras med tiden. I föreliggande avhandling skapas en holistisk översikt av kundernas karaktär och köpbeteende som utöver de konventionella segmenteringsmodellerna även beaktar dynamiken i köpbeteendet. Dynamiken i en kundsegmenteringsmodell innefattar förändringar i segmentens struktur och innehåll, samt förändringen av individuella kunders tillhörighet i ett segment (s.k migrationsanalyser). Vardera förändringen modelleras, analyseras och exemplifieras med visuella datautvinningstekniker, främst med självorganiserande kartor (SOM, eng. Self-Organizing Maps) och självorganiserande tidskartor (SOTM), en vidareutveckling av SOM. Visualiseringen anteciperas underlätta tolkningen av identifierade mönster och göra processen med kunskapsöverföring mellan den som gör analysen och beslutsfattaren smidigare. Asiakkuudenhallinta (CRM) eli organisaation muuttaminen tuotepainotteisesta asiakaskeskeiseksi on herättänyt mielenkiintoa niin yliopisto- kuin yritysmaailmassakin. Asiakkaiden käyttäytymistä ja toimintaa pystytään nykyään helposti tallentamaan ja varastoimaan toiminnanohjausjärjestelmien ja tietovarastojen avulla; asiakkaat jättävät jatkuvasti piirteistään ja ostokäyttäytymisestään kertovia tietojälkiä, joita voidaan analysoida. On tavallista, että asiakkaat poikkeavat toisistaan eri tavoin, ja heidän mieltymyksensä kuten myös ostokäyttäytymisensä saattavat olla hyvinkin erilaisia. Asiakaskäyttäytymisen monimuotoisuuteen ja tuottavuuteen paneuduttaessa käytetäänkin laajalti asiakassegmentointia eli asiakkaiden jakamista ryhmiin samankaltaisuuden perusteella. Perinteiset asiakassegmentoinnin ratkaisut ovat usein yksittäisiä analyyttisia malleja, jotka on tehty tietyn aikajakson perusteella. Tämän vuoksi ne monesti jättävät huomioimatta sen, että asiakkaiden käyttäytyminen saattaa ajan kuluessa muuttua. Tässä väitöskirjassa pyritäänkin tarjoamaan holistinen kuva asiakkaiden ominaisuuksista ja ostokäyttäytymisestä tarkastelemalla kahta muutosvoimaa tiettyyn aikarajaukseen perustuvien perinteisten segmentointimallien lisäksi. Nämä kaksi asiakassegmentointimallin dynamiikkaa ovat muutokset segmenttien rakenteessa ja muutokset yksittäisten asiakkaiden kuulumisessa ryhmään. Ensimmäistä dynamiikkaa lähestytään ajallisen asiakassegmentoinnin avulla, jossa visualisoidaan ajan kuluessa tapahtuvat muutokset segmenttien rakenteissa ja profiileissa. Toista dynamiikkaa taas lähestytään käyttäen nk. segmenttisiirtymien analyysia, jossa visuaalisin keinoin tunnistetaan samantyyppisesti segmentistä toiseen vaihtavat asiakkaat. Visualisoinnin tehtävänä on tukea havaittujen kaavojen tulkitsemista sekä helpottaa tiedonsiirtoa analysoijan ja päättäjien välillä. Visuaalisia tiedonlouhintamenetelmiä, kuten itseorganisoivia karttoja ja niiden laajennuksia, käytetään osoittamaan näiden menetelmien hyödyllisyys sekä asiakkuudenhallinnassa yleisesti että erityisesti asiakassegmentoinnissa.

Perfil mineral de vacas mestiças Girolanda no período de transição em sistema semi-intensivo em duas estações do ano

Neste estudo foi avaliado o perfil metabólico de vacas leiteiras no período de transição durante o verão e o inverno. Foram utilizados 31 animais pluríparos mestiços girolando em cada estação, totalizando 62 vacas. No verão permaneciam em pasto com suplementação de silagem de milho e concentrado. No inverno, a exigência nutricional era suprida apenas com silagem de milho e concentrado. Foram feitas um total de 11 coletas de sangue de cada animal segundo o seguinte protocolo: quatro coletas pré-parto espaçadas semanalmente, no dia do parto e com 2, 5, 10, 15, 21 e 30 dias pós-parto. Foram avaliadas as concentrações de cálcio, fósforo e magnésio. Todos os analitos variaram em função do estatus fisiológico. As concentrações médias de cálcio e magnésio foram maiores no verão do que no inverno. Em ambas as estações, as menores concentrações médias de cálcio ocorreram próximas ao parto, sendo que 75% dos animais no inverno e 35,48% dos animais no verão estavam hipocalcêmicos. Apenas no décimo dia as concentrações de cálcio voltaram aos níveis do pré-parto, demonstrando que esse tempo é necessário para a adaptação da nova condição de lactante. As concentrações de magnésio foram menores no pós-parto do que no pré-parto nas duas estações, demonstrando a necessidade desse mineral para a produção de leite. As concentrações médias de magnésio permaneceram sempre dentro dos valores de referência, porém 19% dos animais aos dois dias pós-parto no inverno e 7% dos animais aos 10 dias pós-parto no verão tinham concentrações inferiores a esses limites. As concentrações de fósforo sofreram grande variação ao longo do peri-parto, porém sempre em níveis elevados, sendo que 49,8% dos animais no inverno e 37,3% no verão tinham níveis de fósforo acima dos valores de referência

Supplier Segmentation for Nordic Petrochemical Industry

Objective of this thesis was to map possibilities for systematic supplier management in field of chemical process industry. Through this study it was aimed to develop a tool for supplier management that could be integrated with operations in business unit. With developed tool suppliers should be able to be segmented based on their willingness and capability, and segmentation could be applied in purchasing decisions. In this thesis there was made a survey of methods that are recognized in literature to manage and allocate suppliers. This thesis recognizes segmentation as a method to group and select suppliers in procurement. Based on literature, a proposal for segmentation framework and evaluation criteria factors will be constituted. Based on theoretical proposal, in an expertise workshop a final segmentation framework was constituted, which covers segments with descriptions and evaluation part. Evaluation part includes an evaluation framework which helps to score suppliers with selected factors and leads to total grades in willingness and capability. These total grades will be the coordinates and they determine the segment where the supplier under evaluation belongs. In this thesis segments definitions, objectives, and road maps will be described.

Weed community and growth under the canopy of trees adapted to the brazilian semi-arid region

The objectives of this work were to evaluate the floristic composition and dry biomass of weeds under the canopy of seven perennial species adapted to the Semi-Arid region of Brazil, and correlate these characteristics with growth traits of the perennial species. The following perennial species were evaluated in two experiments (E1 and E2): mesquite (Prosopis juliflora), jucá (Caesalpinia ferrea), white popinac (Leucaena leucocephala), mofumbo (Combretum leprosum), neem (Azadirachata indica), sabiá (Mimosa caesalpiniaefolia) and tamarind (Tamarindus indica). In E1, the seven species were evaluated in a random block design with four replicates and nine plants per plot. In E2, evaluation comprised four species (mesquite, jucá, white popinac, and tamarind) in a random block design with eight replicates and nine plants per plot. A circle with an area of 1.77 m² was established around the trunk of each plant, two years after they were transplanted to the permanent location. The weeds collected within this circle were cut even with the ground, classified and weighed. At this time, plant height, and crown and stem diameters were evaluated in all trees of each plot. In E1 there were no differences between tree species as to weed frequency under their canopies; however, weed growth was smaller under the canopy of sabiá trees. Mesquite and sabiá had the greatest plant height and crown diameter means, but only sabiá had the greatest stem diameter. In E2, the perennial species were not different with regard to weed frequency and growth under their canopies, but mesquite had the greatest growth, as measured by plant height (with significant results for jucá as well) and crown and stem diameter.

Structure and dynamics of a woody plant community of a tropical semi-deciduous seasonal forest in the "Estação Ecológica do Panga", municipality of Uberlândia, Minas Gerais, Brazil

Studies of plant community dynamics are essential in understanding the demographic patterns of species since changes in demographic rates can affect the floristic composition and future structure. The purpose of the present study was to analyze the changes in the community structure and floristic composition of woody plants in a tropical semi-deciduous forest in Uberlândia in central Brazil, during a 10-years period. The data were collected in 1989 and in 2000 in 50 quadrats (10 m x 10 m) where all trees with a minimum circumference at breast height of 10 cm were sampled. In 1989, 93 species and 1103 individuals were registered. Over a period of 10 years, seven new species were added to the community, although eight disappeared. The main change that occurred during this period in the floristic composition was the replacement of savannah species occurring in forest gaps by those from the forest understory.

Segmentation of overlapping convex objects

This thesis presents a framework for segmentation of clustered overlapping convex objects. The proposed approach is based on a three-step framework in which the tasks of seed point extraction, contour evidence extraction, and contour estimation are addressed. The state-of-art techniques for each step were studied and evaluated using synthetic and real microscopic image data. According to obtained evaluation results, a method combining the best performers in each step was presented. In the proposed method, Fast Radial Symmetry transform, edge-to-marker association algorithm and ellipse fitting are employed for seed point extraction, contour evidence extraction and contour estimation respectively. Using synthetic and real image data, the proposed method was evaluated and compared with two competing methods and the results showed a promising improvement over the competing methods, with high segmentation and size distribution estimation accuracy.

Comportamento fenológico de três espécies de Jatropha (Euphorbiaceae) da Caatinga, semi-árido do Brasil

O comportamento fenológico vegetativo e reprodutivo de Jatropha mollissima (Pohl) Baill., Jatropha mutabilis (Pohl) Baill. e Jatropha ribifolia (Pohl) Baill. foi comparado em uma área de caatinga hiperxerófila arbustiva-arbórea do nordeste brasileiro, no período de julho de 2005 a junho de 2007. Adicionalmente, investigou-se a correlação entre as fenofases e as variáveis abióticas (temperatura, umidade relativa, precipitação e fotoperíodo), a capacidade de armazenamento de água e o padrão de distribuição espacial. Todas as espécies apresentaram alta capacidade de armazenamento de água e comportamento fenológico contínuo e irregular com ausência de flores, frutos, queda foliar e brotamento nos meses mais frios e úmidos do ano. Apenas a floração de J. ribifolia apresentou correlação significativa com a precipitação. As três espécies apresentaram populações com distribuição agregada, favorecida principalmente devido ao processo de dispersão de sementes por autocoria. Os resultados obtidos indicam que a alta capacidade de armazenamento de água pelas espécies garante a ocorrência dos eventos fenológicos mesmo na ausência de chuvas.

The genus Stachybotrys (anamorphic fungi) in the semi-arid region of Brazil

(The genus Stachybotrys (anamorphic fungi) in the semi-arid region of Brazil). Stachybotrys is characterized by macronematous, mononematous, unbranched or branched conidiophores, with discrete terminal and phialidic conidiogenous cells, and aseptate, reniform, ellipsoidal to spherical, smooth or verrucose conidia, which are produced in a slimy mass. Eight species have been reported from Brazil, occurring in the soil, air and leaf litter. During investigation of conidial fungi on decaying leaf litter in semi-arid areas of Brazil nine species were found: S. bisbyi (Sriniv.) G.L. Barron, S. chartarum (Ehrenb.) S. Hughes, S. globosa P. C. Misra & S. K. Srivast., S. kampalensis Hansf., S. longispora Matsush., S. nephrospora Hansf., S. nilagirica Subram., Stachybotrys parvispora S. Hughes and S. verrucispora Matsush. Stachybotrys nilagirica is a new record from Brazil. Descriptions, comments, geographic distribution and illustrations are presented for above mentioned species. A key for all species recorded in semi-arid region of Brazil is presented.

Photosynthetic responses of four tropical tree species grown under gap and understorey conditions in a semi-deciduous forest

Leaf CO2 assimilation (A) as a function of photosynthetic photon flux density (Q) or intercellular CO2 concentration (Ci) and chlorophyll fluorescence measurements were carried out on four tropical woody species growing in forest gap and understorey (Bauhinia forficata Link. and Guazuma ulmifolia Lam. as pioneers, and Hymenaea courbaril L. and Esenbeckia leiocarpa Engl. as non-pioneers). Chlorophyll fluorescence indicated similar acclimation capacities of photochemical apparatus to contrasting light environments irrespective to plant species. Maximum CO2 assimilation and quantum yield derived from A/Q curves indicated higher photosynthetic capacity in pioneer than in non-pioneer species in forest gap. However, the differences among species did not show a straightforward relation with their successional status regarding data derived from A/Q curves under understorey conditions. Both successional groups are able to sustain positive carbon balance under contrasting natural light availabilities, modifying photochemical and biochemical photosynthetic traits with similar phenotypic plasticity capacity.

Floristic diversity of two crystalline rocky outcrops in the Brazilian northeast semi-arid region

Floristic composition and structure of vegetation were studied in two rocky outcrop areas in the semi-arid region of northeastern Brazil. From April 2007 to September 2008, 18 monthly field trips were carried out. Vascular plants were randomly collected throughout the outcrop areas. For structural analysis, 30 plots of 1 × 1 m were set in the vegetation islands. The checklist presented combines 211 species (69 families and 168 genera), although only 56 species were collected in the plots. Fabaceae (18 spp.; 8.5%), Asteraceae (17 spp.; 8%), Orchidaceae (13 spp.; 6.1%), Euphorbiaceae (13 spp.; 6.1%), Bromeliaceae (10 spp.; 4.7%), and Poaceae (eight spp.; 3.8%) are the richest families. Overall, 1,792 shrub and herbaceous specimens were counted in the plots. The Shannon-Wiener (H) diversity index values were 2.572 and 2.547 nats individual-1. The species that presented the highest absolute abundance values (number of plants) had low frequencies in the plots and vice-versa. The biological spectrum had a high proportion of phanerophytes and therophytes, followed by cryptophytes, chamaephytes, and hemicryptophytes. The studied flora shares floristic components similar to other rocky outcrop areas of the semi-arid region in northeastern Brazil, including in relation to dominant groups in the vegetation structure.

Benefits of sales force automation to salespeople and to their customers in business-to-business markets

This study applied qualitative case study method for solving what kind of benefits salespeople and their customers perceived to gain when sales reps used a specific sales force automation tool, that defined the values and identified segment that best fit to each customer. The data consisting of four interviews was collected using semi-structured individual method and analyzed with thematic analysis technique. The analysis revealed five salespeople perceived benefits and four customer perceived benefits. Salespeople perceived benefits were improvements in customer knowledge, guidance of sales operations, salesperson-customer relationship building, time management and growing performance. Customer perceived benefits were information transmission, improved customer service, customer-salesperson relationship building and development of operations, which of the last was found as a new previously unrecognized customer benefit.

Sistemas de polinização e de reprodução de três espécies de Jatropha (Euphorbiaceae) na Caatinga, semi-árido do Brasil

São apresentados a biologia floral, a dinâmica de produção de néctar, visitantes florais e sistemas reprodutivos de Jatropha ribifolia (Pohl) Baill. (Euphorbiaceae) e uma comparação dos dados obtidos para J. mollissima (Pohl) Baill. e J. mutabilis (Pohl) Baill. O estudo foi desenvolvido em uma área de caatinga hiperxerófila, na Estação Biológica de Canudos, Bahia, Brasil, de maio de 2005 a junho de 2007. As flores das três espécies estão organizadas em dicásios protogínicos. Em J. ribifolia as flores estaminadas e pistiladas duram cerca de 48 horas e a abertura é diurna, enquanto em J. mollissima e J. mutabilis as estaminadas duram entre 12 e 15 horas e as pistiladas entre 36 e 48 horas e a abertura é crepuscular. A produção de néctar, a viabilidade polínica e a receptividade estigmática iniciaram-se logo após a abertura total das flores e se sobrepuseram até sua senescência. A produção de néctar variou ao longo do dia e as flores pistiladas produziram maiores volumes que as estaminadas. A viabilidade polínica e a receptividade estigmática foram observadas nas três espécies durante toda a vida da flor. Houve diferença significativa entre os tratamentos dos sistemas reprodutivos para J. mollissima (KW = 59,796), J. mutabilis (KW = 59,058) e J. ribifolia (KW = 63,660). As três espécies produziram frutos por geitonogamia manual e xenogamia manual e apenas J. ribifolia produziu frutos por geitonogamia espontânea. As abelhas Apis mellifera, Xylocopa frontalis e X. grisescens e os beija-flores Chlorostilbon lucidus e Anopetia gounellei são os polinizadores potenciais de J. mollissima e J. mutabilis. Já para J. ribifolia, os potenciais polinizadores são A. mellifera e X. grisescens. A utilização de uma gama variada de vetores de pólen permite o fluxo polínico e a formação de frutos nas três espécies. Por sua vez, o sequenciamento no período da floração e diferenças nas dimensões das flores e nos horários da antese ajudam a manter o isolamento reprodutivo das três espécies e evitam a perda de pólen interespecífico, que poderia ser alta devido à partilha de alguns dos polinizadores.

Functional, Social and Emotional Values as Determinants of Environmentally Responsible Media Consumption

The primary purpose of this research is to develop an enhanced understanding of how consumption values influence environmentally responsible consumption of print and digital media. Theoretical elaboration considers the associations of functional, social and emotional consumption values, green consumer segmentation and media consumption. Additionally, the purpose is to identify consumer perceptions of print and digital media’s environmental responsibility. Empirical analysis was based on qualitative interviews with a sample of 20 Finnish consumers categorized in two segments: young adults and middle aged consumers. Primary data collection was conducted through individual, semi-structured interviews. To analyze the respondents’ approach on the topic, the interviews disclosed themes of media consumption, perceived environmental friendliness of media, norms of behavior and consumers’ general consumption patterns. The results implicate functional value dominated the consumption decision-making process both in a general level and in media consumption. In addition to functional value, environmental responsibility does provide consumers with both emotional and social values. Analysis on perceived environmental responsibility of media demonstrated consumers generally perceive digital media as an environmentally responsible alternative because it does not create physical paper waste. Nevertheless, the perceptions of environmental responsibility and media consumption patterns lacked a consistent connection. Though, both theory and empirical results indicated an average consumer lacks a comprehensive understanding of digital and print media’s life-cycle and hence their environmental advantages and disadvantages.

Supplier segmentation and development in project business

The purpose of this study was to expand the applicability of supplier segmentation and development approaches to the project-driven construction industry. These practices are less exploited and not well documented in this operational environment compared to the process-centric manufacturing industry. At first, portfolio models to supply base segmentation and various supplier development efforts were investigated in literature review. A step-wise framework was structured for the empirical research. The empirical study employed multiple research methods in three case studies in a large Finnish construction company. The first study categorized the construction item classes into the purchasing portfolio and positioned suppliers to the power matrix by investigating buyer-supplier relations. Using statistical tests, the study also identified factors that affect suppliers’ performance. The final case study identified improvement areas of the interface between a main contractor and one if its largest suppliers. The final results indicate that only by assessing the supply base in a holistic manner and the power circumstances in it, buyers comprehend how to best establish appropriate supplier development strategies in the project environment.

Statistical segmentation methods and color variance analysis of retinal images

In this research, the effectiveness of Naive Bayes and Gaussian Mixture Models classifiers on segmenting exudates in retinal images is studied and the results are evaluated with metrics commonly used in medical imaging. Also, a color variation analysis of retinal images is carried out to find how effectively can retinal images be segmented using only the color information of the pixels.