Segmenting customers with data mining techniques
作者： Sabri Serkan Gulluoglu
DOI: 10.1109/DINWC.2015.7054234
关键词:
摘要: Retail marketers are constantly looking for ways to improve the effectiveness of their campaigns. One way do this is target customers with particular offers most likely attract them back store and spend more time money on next visit. Demographic market segmentation an approach segmenting markets. A company divides larger into groups based several defined criteria. Age, gender, marital status, occupation, education income among commonly considered demographics sample case study has been done in order explain theory applied a Turkish supermarket chain. The purpose determine dependency products shopping habits. Furthermore forecast sales promotions customer profiles. Association rule mining was used as method identifying buying patterns result profiles were determined. Besides association rules, interesting results found about profiles, such "What items female buy?" or consumers(married 35–45 aged) prefer mostly?". For instance, purchase feta cheese percentage 60% whereas male tomato 46%. Regarding age, 65 older tea 58% aged between 18–25 preferred pasta 57%.
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