Big Data Market Segmentation: New Theories And Methods For Data-driven Customer Segmentation

Author:   Zhihao Chen ,  Feng Guo ,  Feng Qian
Publisher:   Createspace Independent Publishing Platform
ISBN:  

9781516984060


Pages:   208
Publication Date:   28 June 2013
Format:   Paperback
Availability:   In stock   Availability explained
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Big Data Market Segmentation: New Theories And Methods For Data-driven Customer Segmentation


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Overview

Market segmentation is a multicriterion problem. This dissertation addresses the multicriterion nature of market segmentation with a new unified segmentation model that is derived from a multiobjective conceptual framework. The unified model elegantly solves the intrinsic antagonistic problem of market segmentation by generating a set of Pareto optimal solutions that represent different tradeoffs among multiple conflicting objectives. This dissertation develops an innovative implementation named Multicriterion Market Segmentation using Evolutionary Algorithm (MMSEA). Based on multiobjective evolutionary algorithms, MMSEA overcomes many limitations and disadvantages of existing methods by optimizing multiple objectives simultaneously, searching for globally optimal solutions and generating a set of Pareto optimal solutions. It also suggests the interesting solutions based on the geometric characteristics of Pareto front. The method was applied to customer value and benefit segmentation for the cell phone service market (a descriptive segmentation model) and customer response segmentation for a national retailer (two predictive segmentation models). The empirical evaluation shows that the proposed unified market segmentation model and solution techniques provide the decision makers with many insights and enhanced flexibility that are missing in existing market segmentation methods.

Full Product Details

Author:   Zhihao Chen ,  Feng Guo ,  Feng Qian
Publisher:   Createspace Independent Publishing Platform
Imprint:   Createspace Independent Publishing Platform
Dimensions:   Width: 21.60cm , Height: 1.40cm , Length: 27.90cm
Weight:   0.680kg
ISBN:  

9781516984060


ISBN 10:   1516984064
Pages:   208
Publication Date:   28 June 2013
Audience:   General/trade ,  General
Format:   Paperback
Publisher's Status:   Active
Availability:   In stock   Availability explained
We have confirmation that this item is in stock with the supplier. It will be ordered in for you and dispatched immediately.

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