Segmentation Approach for Athleisure and Performance Sport Retailers Based on Data Mining Techniques
| Autor: | Suncica Rogic, Ljiljana Kašćelan |
|---|---|
| Rok vydání: | 2021 |
| Předmět: |
Marketing
Computer Networks and Communications business.industry Strategy and Management Decision tree Clothing computer.software_genre Purchasing Computer Science Applications Management Information Systems Direct marketing Market segmentation Value (economics) Profitability index Segmentation Data mining business computer |
| Zdroj: | International Journal of E-Services and Mobile Applications. 13:71-85 |
| ISSN: | 1941-6288 1941-627X |
| DOI: | 10.4018/ijesma.2021070104 |
| Popis: | This paper seeks to compare certain customer segments from two sport footwear, apparel, and equipment retailers and to examine an objective market segmentation method, based on the recency, frequency, monetary (RFM) and the decision tree (DT) models. The case study is based on two data sets, aiming to compare the different customer segments, both from sport retail industry, and represents an application of data mining techniques in a business environment. The customer segmentation enables the customer selection for the future direct marketing campaigns based on the previous purchasing behavior. Analyzing the customers' purchasing history can help the company determine the value of each customer and therefore target or not target such customers in the future with promotional materials, based on both the customers' interests and their value. Thus, based on the results, personalized offers can be created for each of the defined customer groups, which may increase the efficiency of the overall campaign, reduce costs, and increase profitability. |
| Databáze: | OpenAIRE |
| Externí odkaz: |
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