Global E-commerce Market Segmentation by Using Fuzzy Clustering

Öztayşi B., Kavi M.

Global Joint Conference on Industrial Engineering and Its Application Areas (GJCIE), ELECTR NETWORK, 14 - 15 Ağustos 2020, ss.233-240 identifier

  • Yayın Türü: Bildiri / Tam Metin Bildiri
  • Doi Numarası: 10.1007/978-3-030-76724-2_18
  • Basıldığı Ülke: ELECTR NETWORK
  • Sayfa Sayıları: ss.233-240
  • Anahtar Kelimeler: Fuzzy segmentation, Fuzzy c-means, E-commerce
  • İstanbul Teknik Üniversitesi Adresli: Evet

Özet

Customer segmentation is essential for marketing, communication, and even operations management activities. E-commerce provides the data required for novel perspectives to customer segmentation. In this study, we focus on customer segmentation based on purchase variety. To this end, first, the data is preprocessed, and the optimal customer number is detected. Then the fuzzy c-means algorithm is applied, and the segments are formed.