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Revisiting The Problem Of Market Segmentation Microform A New Approach Using Self Organizing Maps A Data Mining Technique In Database Marketing
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Author :Che-Hui Lien Publisher :Library and Archives Canada = Bibliothèque et Archives Canada ISBN 13 :9780494067383 Total Pages :358 pages Book Rating :4.0/5 (673 download)
Book Synopsis Revisiting the Problem of Market Segmentation [microform]: a New Approach Using Self-organizing Maps, a Data Mining Technique, in Database Marketing by : Che-Hui Lien
Download or read book Revisiting the Problem of Market Segmentation [microform]: a New Approach Using Self-organizing Maps, a Data Mining Technique, in Database Marketing written by Che-Hui Lien and published by Library and Archives Canada = Bibliothèque et Archives Canada. This book was released on 2005 with total page 358 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Book Synopsis Market Segmentation Analysis by : Sara Dolnicar
Download or read book Market Segmentation Analysis written by Sara Dolnicar and published by Springer. This book was released on 2018-07-20 with total page 332 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book is published open access under a CC BY 4.0 license. This open access book offers something for everyone working with market segmentation: practical guidance for users of market segmentation solutions; organisational guidance on implementation issues; guidance for market researchers in charge of collecting suitable data; and guidance for data analysts with respect to the technical and statistical aspects of market segmentation analysis. Even market segmentation experts will find something new, including an approach to exploring data structure and choosing a suitable number of market segments, and a vast array of useful visualisation techniques that make interpretation of market segments and selection of target segments easier. The book talks the reader through every single step, every single potential pitfall, and every single decision that needs to be made to ensure market segmentation analysis is conducted as well as possible. All calculations are accompanied not only with a detailed explanation, but also with R code that allows readers to replicate any aspect of what is being covered in the book using R, the open-source environment for statistical computing and graphics.
Book Synopsis Machine-to-Machine Marketing (M3) via Anonymous Advertising Apps Anywhere Anytime (A5) by : Jesus Mena
Download or read book Machine-to-Machine Marketing (M3) via Anonymous Advertising Apps Anywhere Anytime (A5) written by Jesus Mena and published by CRC Press. This book was released on 2016-04-19 with total page 436 pages. Available in PDF, EPUB and Kindle. Book excerpt: In today's wireless environment, marketing is more frequently occurring at the server-to-device level-with that device being anything from a laptop or phone to a TV or car. In this real-time digital marketplace, human attributes such as income, marital status, and age are not the most reliable attributes for modeling consumer behaviors. A more effe
Book Synopsis Data mining applied to direct marketing and market segmentation by :
Download or read book Data mining applied to direct marketing and market segmentation written by and published by . This book was released on 2001 with total page pages. Available in PDF, EPUB and Kindle. Book excerpt: Devido à quantidade cada vez maior de dados armazenada pelas instituições, a área de mineração de dados tem se tornado cada vez mais relevante e vários métodos e métodos têm sido propostos de maneira a aumentar sua aplicabilidade e desempenho. Esta dissertação investiga o uso de diversos métodos e técnicas de mineração de dados na modelagem e solução de problemas de Marketing. O objetivo do trabalho foi fazer um levantamento de alguns métodos e técnicas de mineração, avaliar seus desempenhos e procurar integrá-los na solução de problemas de marketing que envolvessem tarefas de agrupamento ou classificação. O trabalho consistiu de quatro etapas principais: estudo sobre o processo de descoberta de conhecimento em bancos de dados (KDD Knowledge Discovery in Databases); estudo sobre Marketing e alguns problemas de Marketing de Banco de Dados (DBM Database Marketing) que envolvessem tarefas de agrupamento e classificação; levantamento e estudo de métodos e técnicas de Inteligência Computacional e Estatística que pudessem ser empregados na solução de alguns desses problemas; e estudos de caso. A primeira etapa do trabalho envolveu um estudo detalhado das diversas fases do processo de KDD: limpeza dos dados; seleção; codificação e transformação; redução de dimensionalidade; mineração; e pós-processamento. Na segunda etapa foram estudados os principais conceitos de Marketing e de DBM e a relação entre eles e o processo de KDD. Pesquisaram-se alguns dos tipos de problemas comuns na área e escolheram-se para análise dois que fossem suficientemente complexos e tivessem a possibilidade de se ter acesso a alguma empresaque fornecesse os dados e validasse a solução posteriormente. Os casos selecionados foram um de marketingdireto e outro de segmentação de mercado. Na terceira etapa, foram estudados os métodos de Inteligência Computacional e Estatística usualmente empregados em tarefas de agrupamento e classificação de dados. Foram estudados: Redes Perceptron Multi-Camadas, Mapas Auto-Organizáveis, Fuzzy C-Means, K-means, sistemas Neuro-Fuzzy, Árvores de Decisão, métodos Hierárquicos de agrupamento, Regressão Logística, Fuções Discriminantes de Fisher, entre outros. Por fim, na última etapa, procurou-se integrar todos os métodos e técnicas estudados na solução de doisestudos de caso, propostos inicialmente na segunda etapa do trabalho. Uma vez proposta a solução para os estudos de caso, elas foram levadas aos especialistas em Marketing das empresas para serem validadas no âmbito do negócio. Os estudos de caso mostraram a grande utilidade e aplicabilidade dos métodos e técnicas estudadas emproblemas de marketing direto e segmentação de mercado. Sem o emprego dos mesmos, a solução para muitos desses problemas tornar-se-ia extremamente imprecisa ou até mesmo inviável. Mostraram também a grande importância das fases iniciais de pré-processamento dos dados no processo de KDD. Muitos desafios persistem ainda na área de mineração de dados, como a dificuldade de modelar dados não lineares e de manipular quantidades muito grande de dados, o que garante um vasto campo para pesquisa nos próximos anos.
Book Synopsis Handbook of Market Segmentation by : Art Weinstein
Download or read book Handbook of Market Segmentation written by Art Weinstein and published by Routledge. This book was released on 2013-10-31 with total page 260 pages. Available in PDF, EPUB and Kindle. Book excerpt: Develop a successful strategy for segmenting high-tech and industrial markets! Whether it's due to a lack of focus, lack of time, or just bad planning, most companies fall short of the mark in their target marketing. The Handbook of Market Segmentation, 3rd Edition: Strategic Target Marketing for Business and Technology Firms is a practical, how-to guide to what marketers need to know about defining, segmenting, and targeting business markets: assessing customer needs; gauging the competition; designing winning strategies; and maximizing corporate resources. The latest edition of this marketing classic combines content and features from the previous editions with an emphasis on successful practices in business-to-business and high-tech segmentation. This valuable research source puts the latest thinking from the business and academic communities at your fingertips. From the author: The most important thing I’ve learned from working in market segmentation research and strategy for more than 15 years is that few companies get the most from their target marketing. Their top executives advocate the need to be market- or customer-oriented but base their marketing plans on cursory, incomplete, or emotional analyses. They end up with ’fuzzy’ business missions, unclear objectives, information that isn’t decision-oriented, unfocused promotional strategies, and no real plan to attack niche markets. This happens because they haven’t developed an effective strategy for segmenting high-tech and industrial markets. They don’t have a process that introduces and improves their business segmentation planning and execution. What they need is a handbook for improving their organization’s performance in new and existing business markets. Handbook of Market Segmentation, Third Edition: Strategic Target Marketing for Business and Technology Firm is a state-of-the-art guide to market identification, analysis, selection, and strategy. The book is organized into four parts (segmentation planning, business segmentation bases, implementing segmentation strategy, segmentation strategy cases) and includes applications, case studies, checklists, figures, and tables. Each chapter features a Segmentation Skillbuilder (a field-tested exercise that improves your working knowledge of key business-to-business segmentation topics) and a Business Segmentation Insight (an in-depth look at a key segmentation issue). Handbook of Market Segmentation, Third Edition: Strategic Target Marketing for Business and Technology Firms examines: how to conduct effective, cost-efficient, and profitable segmentation studies segmentation options such as differentiation and niche marketing defining business markets a 10-point program for segmenting business markets (planning and research) business segmentation bases (geographics, firmographics, benefits, usage, purchasing behavior) how North American Industrial Classification System (NAICS) has replaced SIC analysis criteria for choosing target markets implementing segmentation in business organizations how to conduct (and benefit from) a segmentation audit detailed segmentation studies on six companies—Collins Aviation Services, Dev-Soft, Dow Corning, Lexmark International, Pharmacia Corporation, and Sportmed and much more! Handbook of Market Segmentation, Third Edition: Strategic Target Marketing for Business and Technology Firms is an essential resource for business professionals working in the high-tech, industrial, and business service industries, and for educators training the next generation of marketers, managers, and strategists.
Book Synopsis Market Segmentation by : Michel Wedel
Download or read book Market Segmentation written by Michel Wedel and published by Springer Science & Business Media. This book was released on 2012-12-06 with total page 387 pages. Available in PDF, EPUB and Kindle. Book excerpt: Modern marketing techniques in industrialized countries cannot be implemented without segmentation of the potential market. Goods are no longer produced and sold without a significant consideration of customer needs combined with a recognition that these needs are heterogeneous. Since first emerging in the late 1950s, the concept of segmentation has been one of the most researched topics in the marketing literature. Segmentation has become a central topic to both the theory and practice of marketing, particularly in the recent development of finite mixture models to better identify market segments. This second edition of Market Segmentation updates and extends the integrated examination of segmentation theory and methodology begun in the first edition. A chapter on mixture model analysis of paired comparison data has been added, together with a new chapter on the pros and cons of the mixture model. The book starts with a framework for considering the various bases and methods available for conducting segmentation studies. The second section contains a more detailed discussion of the methodology for market segmentation, from traditional clustering algorithms to more recent developments in finite mixtures and latent class models. Three types of finite mixture models are discussed in this second section: simple mixtures, mixtures of regressions and mixtures of unfolding models. The third main section is devoted to special topics in market segmentation such as joint segmentation, segmentation using tailored interviewing and segmentation with structural equation models. The fourth part covers four major approaches to applied market segmentation: geo-demographic, lifestyle, response-based, and conjoint analysis. The final concluding section discusses directions for further research.
Book Synopsis Data Mining and Market Intelligence for Optimal Marketing Returns by : Susan Chiu
Download or read book Data Mining and Market Intelligence for Optimal Marketing Returns written by Susan Chiu and published by Routledge. This book was released on 2008 with total page 296 pages. Available in PDF, EPUB and Kindle. Book excerpt: Shows how marketing research and data mining techniques will boost return on investment.
Book Synopsis Handbook of Market Segmentation by : Art Weinstein
Download or read book Handbook of Market Segmentation written by Art Weinstein and published by Psychology Press. This book was released on 2004 with total page 268 pages. Available in PDF, EPUB and Kindle. Book excerpt: This is a practical how-to guide to what marketers need to know about defining, segmenting and targeting business markets: assessing customer needs; gauging the competition; designing winning strategies; and maximising corporate resources.
Book Synopsis Lifestyle Market Segmentation by : Art Weinstein
Download or read book Lifestyle Market Segmentation written by Art Weinstein and published by Routledge. This book was released on 2014-05-12 with total page 173 pages. Available in PDF, EPUB and Kindle. Book excerpt: The latest marketing guide from expert Dennis Cahill—that teaches how to effectively use lifestyle segmentation for marketing strategies Lifestyle Market Segmentation gives author and marketing expert Dennis Cahill the chance to put his nearly 30 years of marketing and teaching experience to practical use—to clearly explain the process of market segmentation and its applications. This text goes beyond the obvious demographic and/or geographic categories to get at the “whys” of customer behaviors, carefully reviewing every facet, from theory to the exploration of applications. Step by step, this easy-to-understand book, written by the author of How Consumers Pick a Hotel: Strategic Segmentation and Target Marketing and other classic marketing books, walks readers through the process, giving real-life examples as illustration as it provides the tools to effectively market by lifestyle segment in today’s competitive marketplace. Market segmentation research examines a broad range of demographic and psychographic information that can provide strategies to target both current and potential markets. This helpful guide comprehensively reveals how to gather and effectively use this crucial type of research. Lifestyle Market Segmentation consists of three main parts. The first part discusses segmentation theory and various methods for segmentation. The second part explores applications of lifestyle segmentation based on case studies. The last section focuses on ways to market products and services to the various segments discovered by the applications. This invaluable text is extensively referenced and includes several tables and figures to clarify concepts and data. Lifestyle Market Segmentation discusses in detail: the concept of market segmentation criteria for segmentation schemes types of nonlifestyle segmentation geodemographic segmentation psychographics the List of Values (LOV) guidelines for effective use of psychographics lifestyle target segments the Tribes segmentation scheme the Myers-Briggs Type Indicator life-stage segmentation illustrative real-life case studies Lifestyle Market Segmentation is an enlightening resource that is certain to be used again and again, and makes essential reading for managers, educators, and students.
Book Synopsis Data mining and data based direct marketing activities by : T. Brüggemann
Download or read book Data mining and data based direct marketing activities written by T. Brüggemann and published by GRIN Verlag. This book was released on 2004-01-16 with total page 68 pages. Available in PDF, EPUB and Kindle. Book excerpt: Master's Thesis from the year 2004 in the subject Business economics - Offline Marketing and Online Marketing, grade: 1,7 (A-), Växjö University (School of Management and Economics), course: International Business Environment, language: English, abstract: Widespread changes within business environments in recent years has demanded acquisitions of new tools that are more skilled to cope with new challenges and demands in business. Advances in computer technologies, higher accessibility of computer associated tools and decreased prices of general computer-related products are reasons enough for at least considerations about higher usage of new technologies. Particularly in direct marketing activities discussed technology is called Data Mining. Companies are faced with hosts of data collected in their data repositories. Of course, companies want to make use of their data and aim to discover interesting patterns of knowledge within their data repositories. Direct marketers which can be involved in catalogue marketing, telemarketing or widely known direct-mail marketing are intensive users of Data Mining Technologies. Because of that, the authors strive to do research concerning reasons for and advantages and disadvantages with using Data Mining as support for direct marketing activities. Chapter 1 deals with general information for the reader as support for delving into the topic. The included problem discussion finishes with the final problem formulation of this thesis. Chapter 2 is about the Methodology which includes considerations of Gummesson. The following theoretical part is divided into two major parts, Data Mining and Direct Marketing, which underpin the whole thesis. The authors want to inform the reader about important and sophisticated contents concerning both Data Mining and Direct Marketing. Without overloading the implementations about Data Mining and Direct Marketing, the authors conduct the reader to essential and detailed aspects of both fields for understanding the intentions. The empirical part contains a short introduction to each company within the thesis, and short summaries of the interviews conducted. In the following analysis part the authors have created a model to make the possible uses of Data Mining more understandable to the reader. Furthermore, this part contains an analysis of the interviews in relation to the topic at hand and the theories used. In the conclusions the authors answer their research question, namely; what are the main advantages and disadvantages of Data Mining as support to Direct Marketing activities? In the absolute end of the thesis the authors criticise their own work and give suggestions for further research within the topic.
Book Synopsis The Online Customer by : Yinghui Yang
Download or read book The Online Customer written by Yinghui Yang and published by . This book was released on 2006 with total page 0 pages. Available in PDF, EPUB and Kindle. Book excerpt: In The Online Customer, Yinghui Yang details how data mining and marketing approaches can be used to study marketing problems. The book uses a vast dataset of web transactions from the largest internet retailers, including Amazon.com. In particular, she deftly shows how to integrate and compare statistical methods from marketing and data mining research. The book comprises two parts. The first part focuses on using behavior patterns for customer segmentation. It advances data mining theory by presenting a novel pattern-based clustering approach to customer segmentation and valuation. The second part of the book explores how free shipping impacts purchase behavior online. It illuminates the importance of shipping policies in a competitive setting. With complete documentation and methodology, this book is a valuable reference that business and Internet Studies scholars can build upon.
Book Synopsis Data Mining Techniques by : Michael J. A. Berry
Download or read book Data Mining Techniques written by Michael J. A. Berry and published by Wiley. This book was released on 1997-06-10 with total page 464 pages. Available in PDF, EPUB and Kindle. Book excerpt: Who will remain a loyal customer and who won't? What kind of marketing approach is most likely to increase sales? What can customer buying patterns tell us about improving our inventory control? What type of credit approval process will work best for us and our customers? The answers to these and all your crucial business questions lie buried in your company's information systems. This book supplies you with powerful tools for mining them. Data Mining Techniques thoroughly acquaints you with the new generation of data mining tools and techniques and shows you how to use them to make better business decisions. One of the first practical guides to mining business data, it describes techniques for detecting customer behavior patterns useful in formulating marketing, sales, and customer support strategies. While database analysts will find more than enough technical information to satisfy their curiosity, technically savvy business and marketing managers will find the coverage eminently accessible. Here's your chance to learn all about: * How leading companies across North America are using data mining to beat the competition * How each tool works, and how to pick the right one for the job * Seven powerful techniques -cluster detection, memory-based reasoning, market basket analysis, genetic algorithms, link analysis, decision trees, and neural nets * How to prepare data sources for data mining, and how to evaluate and use the results you get Data Mining Techniques shows you how to quickly and easily tap the gold mine of business solutions lying dormant in your information systems.
Book Synopsis Market Segmentation by : Art Weinstein
Download or read book Market Segmentation written by Art Weinstein and published by Irwin Professional Publishing. This book was released on 1994 with total page 313 pages. Available in PDF, EPUB and Kindle. Book excerpt: This edition of Market Segmentation includes the key elements that made the first edition the resource for marketing professionals. Its state-of-the-art demographic and psychographic segmentation techniques and case studies are completely updated to reflect the latest data and applications. This expanded edition also covers international market segmentation and database marketing/single source data to help analyze market opportunities. Topics include: the pre-segmented market; physical attributes; statistical software; segmentation resources; developing global market strategies.
Book Synopsis Segmentation in Social Marketing by : Timo Dietrich
Download or read book Segmentation in Social Marketing written by Timo Dietrich and published by Springer. This book was released on 2016-10-21 with total page 210 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book brings together current innovative methods and approaches to segmentation and outlines why segmentation is needed to support more effective social marketing program design. It presents a variety of segmentation approaches alongside case studies of their application in various social marketing contexts. The book extends the use of segmentation in social marketing, which will ultimately lead to more effective and better-tailored programs that deliver change for the better. As such, it offers a detailed handbook on how to conduct state-of-the-art segmentation, and provides a valuable resource for academics, social marketers, educators, and advanced students alike.
Book Synopsis Segmentation Marketing by : John Berrigan
Download or read book Segmentation Marketing written by John Berrigan and published by HarperCollins Publishers. This book was released on 1992 with total page 312 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Book Synopsis Market Segmentation by : Art Weinstein
Download or read book Market Segmentation written by Art Weinstein and published by Irwin Professional Publishing. This book was released on 1987 with total page 428 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Book Synopsis Market Segmentation Success by : Sally Dibb
Download or read book Market Segmentation Success written by Sally Dibb and published by Routledge. This book was released on 2008 with total page 204 pages. Available in PDF, EPUB and Kindle. Book excerpt: Market segmentation is a main aspect of an effective business strategy, but implementation is often difficult and ultimately unsuccessful. Market Segmentation Success: Making It Happen! offers a solid review of the concepts of market segmentation and target market selection, as well as clearly explaining how to create market segments, how to select which customers to target, what problems will be encountered, and how to best overcome these challenges to success. Marketing experts Sally Dibb and Lyndon Simkin use their consultancy-inspired guidance in this easy-to-read text that provides best practice processes, detailed illustrations, and helpful real-world case examples. Market Segmentation Success: Making It Happen! explores the principles and foundations of segmentation, types of problems reported by practitioners, and offers strategies for solving them. The importance of understanding the customer is discussed at length, along with contrasting approaches to conducting quantitative, qualitative, Greenfield, or evolution segmentation. The authors discuss in detail how to identify, diagnose, and treat segmentation blockers and provide 30 rules for segmentation success. This how-to guidebook shows students, beginners, and even the more seasoned professionals how to improve their efforts for success. The book includes numerous figures and tables to clearly illustrate concepts and data. Market Segmentation Success: Making It Happen! is an invaluable resource for business practitioners, consultants, educators, and MBA students working on marketing strategy, marketing management, and marketing operations.
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