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Subject: Customer segmentation

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    Article
    Citation - WoS: 13
    Citation - Scopus: 25
    A Combined Approach for Customer Profiling in Video on Demand Services Using Clustering and Association Rule Mining
    (Ieee-inst Electrical Electronics Engineers inc, 2020) Guney, Sinem; Peker, Serhat; Turhan, Cigdem
    The purpose of this paper is to propose a combined data mining approach for analyzing and profiling customers in video on demand (VoD) services. The proposed approach integrates clustering and association rule mining. For customer segmentation, the LRFMP model is employed alongside the k-means and Apriori algorithms to generate association rules between the identified customer groups and content genres. The applicability of the proposed approach is demonstrated on real-world data obtained from an Internet protocol television (IPTV) operator. In this way, four main customer groups are identified: "high consuming-valuable subscribers", "less consuming subscribers","less consuming-loyal subscribers" and "disloyal subscribers". In detail, for each group of customers, a different marketing strategy or action is proposed, mainly campaigns, special-day promotions, discounted materials, offering favorite content, etc. Further, genres preferred by these customer segments are extracted using the Apriori algorithm. The results obtained from this case study also show that the proposed approach provides an efficient tool to form different customer segments with specific content rental characteristics, and to generate useful association rules for these distinct groups. The proposed combined approach in this research would be beneficial for IPTV service providers to implement effective CRM and customer-based marketing strategies.
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    Article
    Citation - WoS: 12
    Citation - Scopus: 20
    A Hybrid Approach for Predicting Customers' Individual Purchase Behavior
    (Emerald Group Publishing Ltd, 2017) Peker, Serhat; Kocyigit, Altan; Eren, P. Erhan
    Purpose - Predicting customers' purchase behaviors is a challenging task. The literature has introduced the individual-level and the segment-based predictive modeling approaches for this purpose. Each method has its own advantages and drawbacks, and performs in certain cases. The purpose of this paper is to propose a hybrid approach which predicts customers' individual purchase behaviors and reduces the limitations of these two methods by combining the advantages of them. Design/methodology/approach - The proposed hybrid approach is established based on individual-level and segment-based approaches and utilizes the historical transactional data and predictive algorithms to generate predictions. The effectiveness of the proposed approach is experimentally evaluated in the domain of supermarket shopping by using real-world data and using five popular machine learning classification algorithms including logistic regression, decision trees, support vector machines, neural networks and random forests. Findings - A comparison of results shows that the proposed hybrid approach substantially outperforms the individual-level and the segment-based approaches in terms of prediction coverage while maintaining roughly comparable prediction accuracy to the individual-level method. Moreover, the experimental results demonstrate that logistic regression performs better than the other classifiers in predicting customer purchase behavior. Practical implications - The study concludes that the proposed approach would be beneficial for enterprises in terms of designing customized services and one-to-one marketing strategies. Originality/value - This study is the first attempt to adopt a hybrid approach combining individual-level and segment-based approaches to predict customers' individual purchase behaviors.