Customer segmentation using k-means clustering for developing sustainable marketing strategies
نویسندگان
چکیده
Sales and marketing is the indispensable department of an organization which leads to generation revenue building customer relationship. Marketing process finding potential customers sales converting those into real customers. Hence, it imperative that go hand in hand. Developing strategies needs proper market research can cover relevant pointers like demographics, culture, spending power, income many more. The segmentation, targeting positioning (STP) carried out develop strategies. STP done by collection intelligence. For this process, surveys are also used but data mining has far more effective better results so far. Organizations tend take risk because importance relevance department. Most budget organizations allocated for promotional activities. making data-driven accurate decisions, various fields extract valuable information patterns. This paper discusses use concept on marketing. aims analyze with k-means clustering techniques find relationship between techniques.
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ژورنال
عنوان ژورنال: Business informatics
سال: 2022
ISSN: ['2587-8158', '2587-814X']
DOI: https://doi.org/10.17323/2587-814x.2022.1.72.82