Hiper kişiselleştirilmiş pazarlama için evrişimsel sinir ağını kullanarak yürüyüş biçimi tabanlı cinsiyet tanıma

Year 2025, Volume: 40 Issue: 1, 603 - 614, 16.08.2024

Murat Berksan , Selay Ilgaz Sümer , Emre Sümer

https://doi.org/10.17341/gazimmfd.1308742

Abstract

Teknolojideki gelişmeler, işletmelerin pazarlama faaliyetlerini önemli ölçüde etkilemiştir. Teknolojinin pazarlama faaliyetlerine entegre edilmesi ile birlikte satışlar artmış ve hedef pazarlarda daha fazla dikkat çekilmeye başlanmıştır. İşletmeler, teknolojinin getirdiği fırsatlar sayesinde, tüketicilerin kişisel ihtiyaçlarını ve beklentilerini daha kolay anlama imkânına sahip olmuştur. Böylelikle, pazarlamada kişiselleştirme, pazarlamanın merkezinde yer almaya başlamıştır. Ancak son yıllarda yaşanan gelişmeler, işletmelerin kişiselleştirilmesinin bir adım ötesinde olan hiper kişiselleştirme konusunu gündeme getirmiştir. Bunda yapay zekânın, makine öğrenmesinin ve nesnelerin internetinin büyük ve önemli bir etkisi vardır. Bu makalede, hiper kişiselleştirilmiş pazarlama faaliyetleri için önemli bir örnek olan yürüyüş biçimi tabanlı cinsiyet tanıma sorununa, Evrişimsel Sinir Ağları ile çözüm getirilmeye çalışılmıştır. Bu amaçla farklı ağlar değerlendirilmiş ve bir temel ağ seçilmiştir. Mimari seçenekler ve üst değişkenler üzerinde deneyler yapılarak temel ağ üzerinde ek ayarlamalar yapılmıştır. Sonuçlar mevcut çalışmalarla karşılaştırıldığında umut verici bir performans göstermekte olup deneysel sonuçlar, ağ yapısının ve üst değişkenlerin performansı nasıl etkilediğine dair bir içgörü sağlamaktadır. Deneyler, girdi olarak bir öznitelik tanımlayıcısı olan yürüyüş biçimi silüeti kullanılarak gerçekleştirilmiştir. Önerilen ESA mimarisi kullanıldığında, genel doğruluk düzeyinin %97,45 olduğu hesaplanmıştır. Bu dikkate alındığında, elde edilen sonuç, sorun alanımız olan yürüyüş biçimi öznitelik tanımlamasının sınıflandırma amacıyla kullanılması konusunda bir anlayış kazanmaya imkân tanımaktadır.

Keywords

Pazarlama, cinsiyet tanıma, evrişimsel sinir ağı, yürüyüş biçimi silüeti, hiper kişiselleştirme

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