A Case Study on segmentation of Department Store using Decision Tree Analysis

Chae,, K. , & Kim,, S. (2010). A Case Study on segmentation of Department Store using Decision Tree Analysis. The Journal of Distribution Science, 8(1), 13-19, https://doi.org/https://doi.org/10.15722/jds.8.1.201003.13

copy

Downloaded
Viewed

PDF Download

Abstract

Segmentation, targeting, and positioning are marketing tools used by a company to gain competitive advantage in the market. For an accurate segmentation, various statistics models or datamining techniques are used. Especially, datamining techniques are introduced in the beginning of the 1980s and solved several marketing problems effectively. In this paper, we research about datamining technique for segmentation and analyze customer's transaction data of Department Store using Decision Tree Analysis, one of the dataming technique. After that, we discuss effects and advantages of segmentation using Decision Tree.

keywords: 고객세분화, 데이터마이닝, 의사결정나무, STP전략

Reference

구자용, 박헌진, 최대우 (2000), “데이터마이닝에서의 폴리클라스”, 응용통계연구, 제13권 제2호, 489-503.

김근형, 오성열 (2009), “온라인 고객리뷰 분석을 통한 시장세분화에 텍스트마이닝 기술을 적용하기 위한 방법론”, 한국콘텐츠학회논문지, 제9권 제8호, 272-284.

방정혜, Lutz Hamel, Brian Ioerger (2007), “고객관계관리의 시장세분화를 위한 Self-Organizing Maps 재고찰”, 한국지능정보시스템학회논문지, 제13권 제4호, 17-34.

이건창, 권순재, 신경식 (2001), “은행고객 세분화를 통한 이탈 고객관리분석-가계성 예금을 중심으로”, 한국지능정보시스템학회논문지, 제7권 제1호, 177-196.

조홍규 (2003), “인공지능 방법을 이용한 신용평가 모형에 대한 개관”, 나이스채권평가 금융공학연구소.

박명호, 한장희, 김상우, 백운배 (2005), 인터넷마케팅, 명경사.

이두희 (2006), 통합적 인터넷 마케팅, 박영사.

Breiman, L., Friedman, J., Olshen, R. and Stone, C. (1984) “Classification and Regression Tree”, New York: Chapman and Hall.

Elmer, P. and Borowski, D. (1988), “An expert system approach to financial analysis, The case of S&L bankruptcy”, Financial Management, 66-75.

10.

Kass, G. V. (1980), “An Exploratory Technique for Investigating Large Quantities of Categorical Data”, Journal of Applied Statistics, 29, 119-127.

11.

Quinlan, J. R. (1986), “Induction of Decision Trees”, Machine Learning, 1, 81-106.

12.

Quinlan, J. R. (1993), “C4.5: Programs for Machine Learning”, Morgan Kaufmann.

13.

Han, J. and Kamber, M. (2001), Data Mining Concepts and Techniques, Morgan Kaufmann Publishers.

바로가기메뉴

Article Contents

Vol.8 No.1

A Case Study on segmentation of Department Store using Decision Tree Analysis

Abstract

Reference

The Journal of Distribution Science