Illustration of Customer Analytics in Public Procurement
Date
2021-12-23Author
Uysal, Ümit Cengiz
Hızıroğlu, Abdulkadir
Karabacak, Muhammed Emin
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Show full item recordAbstract
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.
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