1 publication

• Published Subscription 25 May 2021

  Customer Segmentation for Enhancing Customer Centric Business

  By M. Nivetha, A. Meena Kowshalya

  Abstract: Customer segmentation is grouping customers based on similarities so companies can approach each group for marketing effectively and appropriately. Customer segmentation is important for enhancing customer centric business for gaining retention among customers by campaigning them using better marketing strategies, causing more institutional benefit. This paper segments customers by analyzing their characteristics based on both demographic and behavioral attributes using K-Means clustering algorithm and Self-Organizing Maps (SOM). K-Means is a …

  Published in E-Commerce for Future & Trends · Vol. 8, Issue 1, 2021 · pp. 17–31 Read article →