Segmentation comportementale à l'aide des réseaux communautaires
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.