A Hybrid Machine Learning Approach for Customer Segmentation Using RFM Analysis
International Conference on Artificial Intelligence and Sustainable Engineering, AISE 2020
; 836:87-100, 2022.
Article
in English
| Scopus | ID: covidwho-1872349
ABSTRACT
Due to COVID-19 situation, online retailing (electronic retailing) for purchasing goods has recently increased which leads to the need of customer segmentation. Customer segmentation is done based on customers’ past purchase behavior and then divide them into different categories, i.e., loyal customer, potential customer, new customer, customer needs attention, customers require activation. This paper uses recency, frequency, monetary value (RFM) analysis and K-means clustering technique for grouping the customers. Further to enhance the efficiency of segmentation, a decision tree is used to create nested splitting (based on Gini index) inside the each cluster. The implementation of proposed hybrid approach is showing promising results for customer segmentation to take better management decisions. © 2022, The Author(s), under exclusive license to Springer Nature Singapore Pte Ltd.
Customer segmentation; Decision tree; Gini index; K-means clustering; Online retail; RFM model; Decision trees; E-learning; Machine learning; Customers segmentations; Hybrid machine learning; K-means++ clustering; Machine learning approaches; Monetary value; Online retailing; Online retails; Recency, frequency, monetary value model; Value model; Sales
Full text:
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Collection:
Databases of international organizations
Database:
Scopus
Language:
English
Journal:
International Conference on Artificial Intelligence and Sustainable Engineering, AISE 2020
Year:
2022
Document Type:
Article
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