A review on customer segmentation methods for personalized customer targeting in e-commerce use cases

Abstract The importance of customer-oriented marketing has increased for companies in recent decades. With the advent one-customer strategies, especially e-commerce, traditional mass this area is becoming increasingly obsolete as customer-specific targeting becomes realizable. Such a strategy makes it essential to develop an underlying understanding interests and motivations individual customer. One method frequently used purpose segmentation, which evolved steadily years. aim paper provide structured overview different segmentation methods their current state art. For purpose, we conducted extensive literature search 105 publications between years 2000 2022 were identified that deal with analysis customer behavior using methods. Based on corpus, comprehensive review In addition, examine applied temporal trends applicability data set dimensionalities. four-phase process consisting information (data) collection, representation, via targeting. respect representation by these steps. We also take look at dataset summary, mainly solved manual feature selection or RFM analysis. most commonly k-means, regardless use case amount data. It interesting note been widely