Özet
Customer segmentation has been one of hottest topics of marketing efforts. The traditional sources of data used for segmentation are demographics, monetary value of transactions, types of product/service selected. Today, data gathered by location based services can also be used for customer segmentation. In this chapter a real world case study is summarized and the initial segmentation results are presented. As the application, data gathered from beacons sited in 4000 locations and Fuzzy c-means clustering algorithm are used. The steps of the application are as follows: (1) Categorization of the shops, (2) Summarization of the location data, (3) Applying fuzzy clustering technique, (4) Analyzing the results and profiling. Results show that customers' location data can provide a new perspective to customer segmentation.
Orijinal dil | İngilizce |
---|---|
Ana bilgisayar yayını başlığı | Intelligent Systems |
Ana bilgisayar yayını alt yazısı | Concepts, Methodologies, Tools, and Applications |
Yayınlayan | IGI Global |
Sayfalar | 1792-1810 |
Sayfa sayısı | 19 |
ISBN (Elektronik) | 9781522556442 |
ISBN (Basılı) | 1522556435, 9781522556435 |
DOI'lar | |
Yayın durumu | Yayınlandı - 4 Haz 2018 |
Bibliyografik not
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