A novel approach to segmentation using customer locations data and intelligent techniques

Basar Öztaysi*, Ugur Gokdere, Esra Nur Simsek, Ceren Salkin Oner

*Bu çalışma için yazışmadan sorumlu yazar

Araştırma sonucu: Kitap/Rapor/Konferans Bildirisinde BölümBölümbilirkişi

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 dilİngilizce
Ana bilgisayar yayını başlığıIntelligent Systems
Ana bilgisayar yayını alt yazısıConcepts, Methodologies, Tools, and Applications
YayınlayanIGI Global
Sayfalar1792-1810
Sayfa sayısı19
ISBN (Elektronik)9781522556442
ISBN (Basılı)1522556435, 9781522556435
DOI'lar
Yayın durumuYayınlandı - 4 Haz 2018

Bibliyografik not

Publisher Copyright:
© 2018, IGI Global. All rights reserved.

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