Retail Store Segmentation for Target Marketing


Bilgic E. , Kantardzic M., ÇAKIR Ö.

15th Industrial Conference on Data Mining (ICDM), Hamburg, Almanya, 11 - 24 July 2015, cilt.9165, ss.32-44

  • Cilt numarası: 9165
  • Doi Numarası: 10.1007/978-3-319-20910-4_3
  • Basıldığı Şehir: Hamburg
  • Basıldığı Ülke: Almanya
  • Sayfa Sayısı: ss.32-44

Özet

In this paper, we use Data Mining techniques such as clustering and association rules, for the purpose of target marketing strategy. Our goal is to develop a methodology for retailers on how to segment their stores based on multiple data sources and how to create marketing strategies for each segment rather than mass marketing. We have analyzed a supermarket chain company, which has 73 stores located in the Istanbul area in Turkey. First, stores are segmented in 5 clusters using a hierarchical clustering method and then association rules are applied for each cluster.