Enhancing Consumer Behavior Analysis by Data Mining Techniques

謝楠楨 · 祝國忠 · N.C. Hsieh · Kuo‐Chung Chu

20 citations0/0 files storedInternational journal of information and management sciences

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Customer churn and segmentation Data Mining and Machine Learning Applications Data Mining Algorithms and Applications

Abstract

Analyzing consumer behavior is a costly implementation of sophisticated information technology, which requires detailed planning and business knowledge for successful adoption. The current trend on consumer behavior analysis has been recognized on the business problem rather than on the information technology. This study presents a two-stage framework of consumer behavior analysis, and the key feature is a cascade involving self-organizing map (SOM) neural network to divide customers into homogeneous groups of customers and a decision-tree simplified method to identify relevant knowledge. Identifying consumers by this approach is helpful characteristic of customers and facilitates marketing strategy development.

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