RNTI

MODULAD
Segmentation comportementale à l'aide des réseaux communautaires
In EGC 2016, vol. RNTI-E-30, pp.249-254
Abstract
The customer segmentation is needed to perform an effective marketing action. Customers are then grouped into homogeneous groups according to their consumption patterns, which makes targeted actions possible. Those actions, by customizing the offer for the customers, result in a greater conversion rate and better sales. In this paper we present an original method of customer segmentation, which allows to visualize customer segments through community networks and to easily detect sudden or gradual changes in the behavior of a few or a greater number of individuals. Therefore, the analyst has a better visibility on the market and can adapt the offers at any time.