CHURN ANALYSIS AND CUSTOMER SEGMENTATION OF A COSMETICS BRAND USING DATA MINING TECHNIQUES
SIGMA JOURNAL OF ENGINEERING AND NATURAL SCIENCES-SIGMA MUHENDISLIK VE FEN BILIMLERI DERGISI, cilt.26, sa.1, ss.43-57, 2008 (ESCI)
- Yayın Türü: Makale / Tam Makale
- Cilt numarası: 26 Sayı: 1
- Basım Tarihi: 2008
- Dergi Adı: SIGMA JOURNAL OF ENGINEERING AND NATURAL SCIENCES-SIGMA MUHENDISLIK VE FEN BILIMLERI DERGISI
- Derginin Tarandığı İndeksler: Emerging Sources Citation Index (ESCI)
- Sayfa Sayıları: ss.43-57
- Gazi Üniversitesi Adresli: Evet
Özet
Data minig is the process of finding hidden and unknown patterns in huge amounts of data. Data mining has a wide application area such as marketing, banking and finance, medicine and manufacturing. Churn analysis and customer segmentation are two common application areas of data mining. Churn modeling is predicting which customers will leave the company. This allows companies to increase customer loyalty by producing special campaigns. Customer segmentation is the process of dividing customers into mutually exclusive groups. Segmenting customers enables companies to develop customized marketing programs for them. This study aims to determine the customer profile who likely to leave and the customer segments of a cosmetic brand and develop customized campaigns and marketing strategies. Clustering techniques used for segmentation and classification techniques used for determining the churners.