Customer segmentation model based on value generation for marketing strategies formulation
Estudios Gerenciales
View Archive InfoField | Value | |
Title |
Customer segmentation model based on value generation for marketing strategies formulation
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Creator |
Cuadros, Alvaro Julio; Full Time Professor, Escuela de IngenierÃa Industrial, Universidad del Valle, Cali
DomÃnguez, Victoria Eugenia; Project Manager |
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Subject |
Segmentation
Customer value Artificial neural network Self-organized maps |
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Description |
Whendeciding in which segment to invest orhowto distribute the marketing budget, managers generallytake risks in making decisions without considering the real impact every client or segment has over organizationalprofits. In this paper, a segmentation framework is proposed that considers, firstly, the calculationof customer lifetime value, the current value, and client loyalty, and then the building of client segmentsby self-organized maps. The effectiveness of the proposed method is demonstrated with an empiricalstudy in a cane sugar mill where a total of 9 segments of interest were identified for decision making.
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Publisher |
Universidad Icesi
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Date |
2014-04-25
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Type |
info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion |
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Format |
application/pdf
text/html |
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Identifier |
http://www.icesi.edu.co/revistas/index.php/estudios_gerenciales/article/view/1761
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Source |
Estudios Gerenciales; Vol. 30 No. 130 Ene-Mar 2014; 25-30
01235923 |
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Language |
eng
spa |
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Relation |
http://www.icesi.edu.co/revistas/index.php/estudios_gerenciales/article/view/1761/PDF
http://www.icesi.edu.co/revistas/index.php/estudios_gerenciales/article/view/1761/html |
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Coverage |
Colombia de Lat: 04 00 00 N degrees minutes Lat: 4.0000 decimal degrees Long: 072 00 00 W degrees minutes Long: -72.0000 decimal degrees
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