Back to Search
Start Over
Combining visual customer segmentation and response modeling.
- Source :
-
Neural Computing & Applications . Jul2014, Vol. 25 Issue 1, p123-134. 12p. - Publication Year :
- 2014
-
Abstract
- Customer relationship management is a central part of Business Intelligence, and sales campaigns are often used for improving customer relationships. This paper uses advanced analytics to explore customer behavior during sales campaigns. We provide a visual, data-driven and efficient framework for customer-segmentation and campaign-response modeling. First, the customers are grouped by purchasing behavior characteristics using a self-organizing map. To this behavioral segmentation model, we link segment-migration patterns using feature plane representations. This enables visual monitoring of the customer base and tracking customer behavior before and during sales campaigns. In addition to the general segment-migration patterns, this method provides the capability to drill down into each segment to visually explore the dynamics. The framework is applied to a department store chain with more than 1 million customers. [ABSTRACT FROM AUTHOR]
Details
- Language :
- English
- ISSN :
- 09410643
- Volume :
- 25
- Issue :
- 1
- Database :
- Academic Search Index
- Journal :
- Neural Computing & Applications
- Publication Type :
- Academic Journal
- Accession number :
- 96444527
- Full Text :
- https://doi.org/10.1007/s00521-013-1454-3