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Unsupervised Learning Framework for Customer Requisition and Behavioral Pattern Classification

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  • Udoinyang G. Inyang
  • Okure O. Obot
  • Moses E. Ekpenyong
  • Aliu M. Bolanle

Abstract

Maintaining healthy organization-customers relationship has positive influence on customers’ behavioral tendencies as regards preference to products and services, buying behavior, loyalty, satisfaction, and so on. To achieve this, an in-depth analysis of customers’ characteristics and purchasing behavioral trend is required. This paper proposes a hybrid unsupervised learning framework consisting of k-means algorithm and self-organizing maps (SOMs) for customer segmentation and behavior analysis. K-means algorithm was used to partition the entire input space of customers’ transaction dataset into 3 and 4 disjoint segments based on customers’ frequency (F) and monetary value (MV). SOM provided visualization of the underlying clusters and discovered customers’ relationships in the dataset. Interaction of F and MV clusters resulted in 12 sub-clusters. An in-depth analysis of each sub-cluster was also performed and appropriate customer relationship management (CRM) strategies established for each sub-cluster. Discovered knowledge will guide effective allocation of resources to each customer cluster and other organizational decision support functions much required by CRM systems.

Suggested Citation

  • Udoinyang G. Inyang & Okure O. Obot & Moses E. Ekpenyong & Aliu M. Bolanle, 2017. "Unsupervised Learning Framework for Customer Requisition and Behavioral Pattern Classification," Modern Applied Science, Canadian Center of Science and Education, vol. 11(9), pages 151-151, September.
    • Handle: RePEc:ibn:masjnl:v:11:y:2017:i:9:p:151
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    References listed on IDEAS

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    2. K. Coussement & D. Van Den Poel, 2006. "Churn Prediction in Subscription Services: an Application of Support Vector Machines While Comparing Two Parameter-Selection Techniques," Working Papers of Faculty of Economics and Business Administration, Ghent University, Belgium 06/412, Ghent University, Faculty of Economics and Business Administration.
    3. McCarty, John A. & Hastak, Manoj, 2007. "Segmentation approaches in data-mining: A comparison of RFM, CHAID, and logistic regression," Journal of Business Research, Elsevier, vol. 60(6), pages 656-662, June.
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    Cited by:

    1. Jan Niederreiter, 2023. "Broadening Economics in the Era of Artificial Intelligence and Experimental Evidence," Italian Economic Journal: A Continuation of Rivista Italiana degli Economisti and Giornale degli Economisti, Springer;Società Italiana degli Economisti (Italian Economic Association), vol. 9(1), pages 265-294, March.

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    JEL classification:

    • R00 - Urban, Rural, Regional, Real Estate, and Transportation Economics - - General - - - General
    • Z0 - Other Special Topics - - General

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