TY - JOUR
T1 - Customer segmentation using online platforms
T2 - isolating behavioral and demographic segments for persona creation via aggregated user data
AU - An, Jisun
AU - Kwak, Haewoon
AU - Jung, Soon gyo
AU - Salminen, Joni
AU - Jansen, Bernard J.
N1 - Publisher Copyright:
© 2018, Springer-Verlag GmbH Austria, part of Springer Nature.
PY - 2018/12/1
Y1 - 2018/12/1
N2 - We propose a novel approach for isolating customer segments using online customer data for products that are distributed via online social media platforms. We use non-negative matrix factorization to first identify behavioral customer segments and then to identify demographic customer segments. We employ a methodology for linking the two segments to present integrated and holistic customer segments, also known as personas. Behavioral segments are generated from customer interactions with online content. Demographic segments are generated using the gender, age, and location of these customers. In addition to evaluating our approach, we demonstrate its practicality via a system leveraging these customer segments to automatically generate personas, which are fictional but accurate representations of each integrated behavioral and demographic segment. Results show that this approach can accurately identify both behavioral and demographical customer segments using actual online customer data from which we can generate personas representing real groups of people.
AB - We propose a novel approach for isolating customer segments using online customer data for products that are distributed via online social media platforms. We use non-negative matrix factorization to first identify behavioral customer segments and then to identify demographic customer segments. We employ a methodology for linking the two segments to present integrated and holistic customer segments, also known as personas. Behavioral segments are generated from customer interactions with online content. Demographic segments are generated using the gender, age, and location of these customers. In addition to evaluating our approach, we demonstrate its practicality via a system leveraging these customer segments to automatically generate personas, which are fictional but accurate representations of each integrated behavioral and demographic segment. Results show that this approach can accurately identify both behavioral and demographical customer segments using actual online customer data from which we can generate personas representing real groups of people.
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U2 - 10.1007/s13278-018-0531-0
DO - 10.1007/s13278-018-0531-0
M3 - Article
AN - SCOPUS:85052204723
SN - 1869-5450
VL - 8
JO - Social Network Analysis and Mining
JF - Social Network Analysis and Mining
IS - 1
M1 - 54
ER -