Çapraz Satışı Destekleyebilecek Transformer ile Geliştirilmiş Bir Öneri Sistemi

Yıl 2023, , 571 - 584, 28.07.2023

İbrahim Erdem Kalkan Cenk Şahin

https://doi.org/10.21605/cukurovaumfd.1334166

Öz

Öneri sistemlerinin, perakende sektöründe çapraz satış bağlamında bir ürün grubunu satış için hedeflemek veya hangi müşterilerin diğerlerine göre daha pazarlanabilir olduğunu tahmin edebilen yeteneklere sahip olduğu düşünülmektedir. Bu sayede mevcut müşterilerin bir sonraki seferde hangi ürün veya hizmeti satın alacaklarına ilişkin bir tahmin oluşturularak çapraz satış etkinliği arttırılabilecektir. Bu araştırmada temel amaç, çevrimiçi alışveriş endüstrisine, çapraz satış olanaklarını arttırabilmek bağlamında, belirli bir ürün ya da ürün grubu için, belli bir satın alma tarihçesi bulunan müşterilerinden hangilerinin diğerlerine göre daha uygun olduğunu tahmin etmek için bir öneri sistemi geliştirip sunmaktır. Bu kapsamda transformer kullanılarak probleme adapte edilmiş öneri sisteminin karşılaştırmalı bir çalışması yapılmış ve elde edilen sonuçlara göre önceki çalışmalarda sunulan modellere göre daha başarılı olduğu gözlenmiştir.

Anahtar Kelimeler

Transformer, Öneri sistemi, Çapraz satış, Derin öğrenme

A Transformer-Improved Recommender System Supporting Cross-Selling

Öz

It is believed that recommender systems have the ability to target a product group for sales in cross-selling context or predict which customers are more marketable than others in the retail sector. In this way, cross-selling efficiency can be increased by creating a forecast about which product or service current customers will purchase next time. The main purpose of this research is to develop and present a recommendation system to the online shopping industry to predict which customers with a certain purchasing history are more suitable than others for a particular product or product group, in order to increase cross-selling opportunities. A comparative application of the recommendation system adapted to the problem using transformers is presented in this study, and successful results were observed compared to previous studies.

Anahtar Kelimeler

Transformer, Recommender system, Cross selling, Deep learning

Kaynakça

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