Retail Store Segmentation for Target Marketing

被引：6

作者：

Bilgic, Emrah ^{[1
]}

Kantardzic, Mehmed ^{[2
]}

Cakir, Ozgur ^{[1
]}

机构：

[1] Marmara Univ, Fac Business Adm, Istanbul, Turkey

[2] Univ Louisville, Speed Sch Engn, Louisville, KY 40292 USA

来源：

ADVANCES IN DATA MINING: APPLICATIONS AND THEORETICAL ASPECTS, ICDM 2015 | 2015年 / 9165卷

关键词：

Clustering; Association rules; Market basket analysis; Segmentation; STRATEGIES;

D O I：

10.1007/978-3-319-20910-4_3

中图分类号：

TP18 [人工智能理论];

学科分类号：

081104 ; 0812 ; 0835 ; 1405 ;

摘要：

In this paper, we use Data Mining techniques such as clustering and association rules, for the purpose of target marketing strategy. Our goal is to develop a methodology for retailers on how to segment their stores based on multiple data sources and how to create marketing strategies for each segment rather than mass marketing. We have analyzed a supermarket chain company, which has 73 stores located in the Istanbul area in Turkey. First, stores are segmented in 5 clusters using a hierarchical clustering method and then association rules are applied for each cluster.

引用

页码：32 / 44

页数：13

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