Segmenting Customers from Population to Individuals: Does 1-to-1 Keep Your Customers Forever?
IEEE Transactions on Knowledge and Data Engineering
Personalization in Context: Does Context Matter When Building Personalized Customer Models?
ICDM '06 Proceedings of the Sixth International Conference on Data Mining
Data Mining
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Recent research showed that including context in customer behavior models improves predictive performance, especially when the unit of analysis is the single customer. Also segmentation has proved to improve the performance of predictive modeling. The research contribution of this work lies in studying interaction effects between segmentation and contextual information. Several experiments were done on a data set coming from an e-commerce application.