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

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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

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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