Customer segmantation utilization for differentiated approach.
The result's identifiers
Result code in IS VaVaI
<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F00216275%3A25410%2F16%3A39901262" target="_blank" >RIV/00216275:25410/16:39901262 - isvavai.cz</a>
Result on the web
<a href="http://ieeexplore.ieee.org/document/7557178/" target="_blank" >http://ieeexplore.ieee.org/document/7557178/</a>
DOI - Digital Object Identifier
<a href="http://dx.doi.org/10.1109/DT.2016.7557178" target="_blank" >10.1109/DT.2016.7557178</a>
Alternative languages
Result language
angličtina
Original language name
Customer segmantation utilization for differentiated approach.
Original language description
Customer segmentation and customer relationship management generally is interesting subject to explore. One of the main reasons why we should focus on exploring this type of research is to notion of customer loyalty and profitability to increasing market share. Customer value can provide basic information for more targeted and personalized marketing. In this paper, combination of ABC and RFM (Recency, Frequency, and Monetary) is used to customer segmentation. What is unique is using data mining segmentation method later on to dividing customers to four segments. We used well known Two Step, Kohononen - maps and K-means methods. Results show possibility to use these combinations for customer segmentation and results for different segments can be used to explain marketing strategies of company.
Czech name
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Czech description
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Classification
Type
D - Article in proceedings
CEP classification
IN - Informatics
OECD FORD branch
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Result continuities
Project
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Continuities
S - Specificky vyzkum na vysokych skolach
Others
Publication year
2016
Confidentiality
S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů
Data specific for result type
Article name in the collection
Proceedings of the international conference on information and digital technologies 2016
ISBN
978-1-4673-8860-3
ISSN
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e-ISSN
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Number of pages
7
Pages from-to
227-233
Publisher name
IEEE (Institute of Electrical and Electronics Engineers)
Place of publication
New York
Event location
Rzeszow
Event date
Jul 5, 2016
Type of event by nationality
WRD - Celosvětová akce
UT code for WoS article
000389469300038