Clustering Consumers and Cluster-Specific Behavioural Models

Created by W.Langdon from gp-bibliography.bib Revision:1.7630

@InCollection{deVries2019:chpt5,

• author = "Natalie Jane {de Vries} and Jamie Carlson and Pablo Moscato",
• title = "Clustering Consumers and Cluster-Specific Behavioural Models",
• booktitle = "Business and Consumer Analytics: New Ideas",
• publisher = "Springer International Publishing",
• year = "2019",
• editor = "Pablo Moscato and Natalie Jane {de Vries}",
• chapter = "5",
• pages = "235--267",
• keywords = "genetic algorithms, genetic programming, Brand, Customer engagement, Engagement, Loyalty behaviour, Online customer engagement, Customer engagement prediction, Segmentation methodologies, Symbolic regression analysis",
• isbn13 = "978-3-030-06222-4",
• DOI = "doi:10.1007/978-3-030-06222-4_5",
• abstract = "Social media has almost become ubiquitous in everyday communications and interactions between customers and Brand. A novel clustering algorithm, that has shown high scalability in previous applications, is applied to analyse and segment an online consumer behaviour dataset. It is based on the computation of a Minimum-Spanning-Tree and a k-Nearest Neighbour graph (MST-kNN-kNN). Cluster-specific consumer behaviours relating to CustomerengagementEngagementcustomer engagement are predicted using Symbolic regression analysissymbolic regression analysis which, in a commercial setting, would provide the basis for personalized marketing strategies. Five major clusters were found in the dataset of 371 respondents who answered questions from theoretical marketing constructs related to online consumer behaviours. They are labelled as follows: Brand Rationalists, Passive Socializers, Immersers, Hedonic Sharers and Active participatorActive Participators. For each of these clusters, a linear model of Customerengagementcustomer engagement was predicted using Symbolic regression analysis symbolic regression analysis. These models inform possible personalized marketing strategies after proper segmentation of the customers based on their online consumer behaviour, rather than simple demographic characteristics.",

}

Genetic Programming entries for Natalie Jane de Vries Jamie Carlson Pablo Moscato

Citations