CUSTOMER SUPER-PROFILING DEMONSTRATOR TO ENABLE EFFICIENT TARGETING IN MARKETING CAMPAIGNS

Marisa Walters · James Bekker

12 citations0/0 files storedThe South African Journal of Industrial Engineering

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Customer churn and segmentation Big Data and Business Intelligence Data Mining and Machine Learning Applications

Abstract

Difficulties lie with identifying the right customers to engage in successful marketing campaigns.Thus far, segmentation has been a popular marketing method for selecting customer groups for targeted campaigns.However, each segment can be further exploited by performing customer profiling.In this paper, we explain the on-going development of a proposed simulator and demonstration tool that incorporates big data analytics to uncover hidden patterns within the customer dataset, thereby generating a customer super-profile.A developed toy problem and a large, realistic problem demonstrate segmentation, via clustering, and create customer profiles to enable marketers to identify appropriate marketing strategies.The proposed framework serves as the basis for enhancing customer relationship management by providing improved customer profiles for marketing campaigns. OPSOMMINGDaar is uitdagings by die identifisering van die regte kliënte vir suksesvolle bemarkingsveldtogte.Tot dusver is segmentasie 'n gewilde bemarkingmetode om te gebruik om kliëntgroepe te kies vir teikenveldtogte.Elke segment kan egter nog verder ontgin word deur kliënteprofilering uit te voer.In die artikel beskryf ons die ontwikkeling van 'n voorgestelde simulator en demonstrasiewerktuig wat groot data-analise inkorporeer om verborge patrone binne die kliëntedatastel te ontbloot, en daardeur word 'n kliëntsuperprofiel geskep.'n Eenvoudige asook 'n groot, realistiese probleem demonstreer segmentasie deur groepering, en ontwikkel kliëntprofiele om bemarkers in staat te stel om geskikte bemarkingstrategieë te identifiseer.Die voorgestelde raamwerk dien as 'n basis om kliënte-verhoudingbestuur te versterk, deur verbeterde kliëntprofiele vir bemarkingsveldtogte beskikbaar te stel.1

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2001Knowledge management and data mining for marketing 2005Customer segmentation and strategy development based on customer lifetime value: A case study 2015Demystifying Big Data Analytics for Business Intelligence Through the Lens of Marketing Mix 2006Rediscovering market segmentation.2004Joint optimization of customer segmentation and marketing policy to maximize long-term profitability 2007Intelligent value-based customer segmentation method for campaign management: A case study of automobile retailer 2003Segmentation of stock trading customers according to potential value 1975Consumer Behavior: Theory and Practice

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