Customer segmantation utilization for differentiated approach.

Kód výsledku v 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>

Výsledek na webu

<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>

Jazyk výsledku

angličtina

Název v původním jazyce

Customer segmantation utilization for differentiated approach.

Popis výsledku v původním jazyce

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.

Název v anglickém jazyce

Customer segmantation utilization for differentiated approach.

Popis výsledku anglicky

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.

Druh

D - Stať ve sborníku

CEP obor

IN - Informatika

OECD FORD obor

—

Projekt

—

Návaznosti

S - Specificky vyzkum na vysokych skolach

Rok uplatnění

2016

Kód důvěrnosti údajů

S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Název statě ve sborníku

Proceedings of the international conference on information and digital technologies 2016

ISBN

978-1-4673-8860-3

ISSN

—

e-ISSN

—

Počet stran výsledku

7

Strana od-do

227-233

Název nakladatele

IEEE (Institute of Electrical and Electronics Engineers)

Místo vydání

New York

Místo konání akce

Rzeszow

Datum konání akce

5. 7. 2016

Typ akce podle státní příslušnosti

WRD - Celosvětová akce

Kód UT WoS článku

000389469300038