Digital transformation of monitoring customer behaviour in the cars sales

摘要

Monitoring customers’ behaviour to improve the quality of services and goods is the daily routine of any successful company. Quality of firm services can be improved with effective planning, smart targeting potential customers and reducing operational expenses to the adequate level. Digitalization of available data and analysing those data can bring new information and insights that are invisible on a first sight. This paper brings results of the quantitative research based on collected data from car buyers and car dealers in the Republic of Croatia during 5 years period. By correlating variables of the vehicle price, customer’s gender, distance between customer’s location, vehicle length and place where the vehicle was bought we provided several answers that any marketing department may use for car sales market researches and preparing customers targeting. Knowing customers, their behaviour and needs makes it easier for firms to predict future trends. Since the data itself was provided by one large car sales company, the paper will focus on the car sales. In this paper, we analysed available data using computer programs and concluded that the relations between correlating variables give useful information for all participant in the car sales market and that information can lead to reducing firm expenses on car sales marketing campaigns, reaching more potential customers and increasing firm income.