CUSTOMER PORTFOLIO OF A CONSUMER GOODS BASED VIRTUAL STORE: IDENTIFYING CUSTOMER SEGMENTS WITH CLUSTER ANALYSIS

Begüm Hattatoğlu; Çağla Şeneler; Gökhan Şahin; Fazlı Yıldırım

doi:10.14783/maruoneri.594975

CUSTOMER PORTFOLIO OF A CONSUMER GOODS BASED VIRTUAL STORE: IDENTIFYING CUSTOMER SEGMENTS WITH CLUSTER ANALYSIS

Öz

In the last decade, analyzing and identifying customers became an irreplaceable need for companies. This research concentrates on discovering a company’s customer segments using different machine learning algorithms, benchmarking different algorithms and its parameters to conclude the best results. Improvements in the technology provided several approaches to dive in and gain insights from a mass amount of data. Machine learning algorithms which is one of the most popular approaches was chosen to convey this empirical study. A dataset with mix categorical and numeric variables is analyzed with one of the conventional machine learning algorithms, namely Hierarchical Agglomerative Clustering Algorithm with Gower’s distance. Kernel Principal Component Analysis is used for preprocessing due to the existence of categorical variables. K-prototypes Algorithm is chosen as benchmark algorithm that fits the qualities of the dataset with mixed categorical and numeric features. Benchmarking provides verification in respect to the accuracy of the results by evaluating the final clusters. Also, examining different parameters and comparing their effects on analysis results indicates the importance and vitality of them for machine learning algorithms, which need to be enlightened to do more accurate analyses. The results showed that both K-prototypes and HAC yield similar results proving that clusters mostly divided appropriately. However, there are a few significant points that are different at both algorithms’ results, which should be examined in further study.

Anahtar Kelimeler

Machine Learning,Kernel Principal Component Analysis,Clustering,Hierarchical Agglomerative Clustering,Gower’s Distance,K-prototypes

Kaynakça

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Ayrıntılar

Birincil Dil

İngilizce

Konular

-

Bölüm

Araştırma Makalesi

Yazarlar

Begüm Hattatoğlu ^*
0000-0002-8514-7778

Çağla Şeneler ^* Bu kişi benim
0000-0003-1817-9806

Gökhan Şahin ^* Bu kişi benim
0000-0003-3980-8034

Fazlı Yıldırım ^* Bu kişi benim
0000-0002-8142-0466

Yayımlanma Tarihi

24 Temmuz 2019

Gönderilme Tarihi

9 Aralık 2018

Kabul Tarihi

-

Yayımlandığı Sayı

Yıl 2019 Cilt: 14 Sayı: 52

DOI

https://doi.org/10.14783/maruoneri.594975

IZ

https://izlik.org/JA66AA44RP

Kaynak Göster

RIS / Bibtex

APA

Hattatoğlu, B., Şeneler, Ç., Şahin, G., & Yıldırım, F. (2019). CUSTOMER PORTFOLIO OF A CONSUMER GOODS BASED VIRTUAL STORE: IDENTIFYING CUSTOMER SEGMENTS WITH CLUSTER ANALYSIS. Öneri Dergisi, 14(52), 356-371. https://doi.org/10.14783/maruoneri.594975

AMA

1.Hattatoğlu B, Şeneler Ç, Şahin G, Yıldırım F. CUSTOMER PORTFOLIO OF A CONSUMER GOODS BASED VIRTUAL STORE: IDENTIFYING CUSTOMER SEGMENTS WITH CLUSTER ANALYSIS. Öneri Dergisi. 2019;14(52):356-371. doi:10.14783/maruoneri.594975

Chicago

Hattatoğlu, Begüm, Çağla Şeneler, Gökhan Şahin, ve Fazlı Yıldırım. 2019. “CUSTOMER PORTFOLIO OF A CONSUMER GOODS BASED VIRTUAL STORE: IDENTIFYING CUSTOMER SEGMENTS WITH CLUSTER ANALYSIS”. Öneri Dergisi 14 (52): 356-71. https://doi.org/10.14783/maruoneri.594975.

EndNote

Hattatoğlu B, Şeneler Ç, Şahin G, Yıldırım F (01 Temmuz 2019) CUSTOMER PORTFOLIO OF A CONSUMER GOODS BASED VIRTUAL STORE: IDENTIFYING CUSTOMER SEGMENTS WITH CLUSTER ANALYSIS. Öneri Dergisi 14 52 356–371.

IEEE

[1]B. Hattatoğlu, Ç. Şeneler, G. Şahin, ve F. Yıldırım, “CUSTOMER PORTFOLIO OF A CONSUMER GOODS BASED VIRTUAL STORE: IDENTIFYING CUSTOMER SEGMENTS WITH CLUSTER ANALYSIS”, Öneri Dergisi, c. 14, sy 52, ss. 356–371, Tem. 2019, doi: 10.14783/maruoneri.594975.

ISNAD

Hattatoğlu, Begüm - Şeneler, Çağla - Şahin, Gökhan - Yıldırım, Fazlı. “CUSTOMER PORTFOLIO OF A CONSUMER GOODS BASED VIRTUAL STORE: IDENTIFYING CUSTOMER SEGMENTS WITH CLUSTER ANALYSIS”. Öneri Dergisi 14/52 (01 Temmuz 2019): 356-371. https://doi.org/10.14783/maruoneri.594975.

JAMA

1.Hattatoğlu B, Şeneler Ç, Şahin G, Yıldırım F. CUSTOMER PORTFOLIO OF A CONSUMER GOODS BASED VIRTUAL STORE: IDENTIFYING CUSTOMER SEGMENTS WITH CLUSTER ANALYSIS. Öneri Dergisi. 2019;14:356–371.

MLA

Hattatoğlu, Begüm, vd. “CUSTOMER PORTFOLIO OF A CONSUMER GOODS BASED VIRTUAL STORE: IDENTIFYING CUSTOMER SEGMENTS WITH CLUSTER ANALYSIS”. Öneri Dergisi, c. 14, sy 52, Temmuz 2019, ss. 356-71, doi:10.14783/maruoneri.594975.

Vancouver

1.Begüm Hattatoğlu, Çağla Şeneler, Gökhan Şahin, Fazlı Yıldırım. CUSTOMER PORTFOLIO OF A CONSUMER GOODS BASED VIRTUAL STORE: IDENTIFYING CUSTOMER SEGMENTS WITH CLUSTER ANALYSIS. Öneri Dergisi. 01 Temmuz 2019;14(52):356-71. doi:10.14783/maruoneri.594975