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Dergiler / Alphanumeric Journal / 2021 / Cilt: 9 - Sayı: 1

Market Basket Analysis of Basket Data with Demographics: A Case Study in E-Retailing

Ural Gökay ÇİÇEKLİ
İnanç KABASAKAL
Sayfa
1–12
Yayın Tarihi
2021-06-30
DOI
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⚡ TL;DR(1 Cümlede Hızlı Çıkarım)

Our findings demonstrate association rules that might guide marketing practitioners who need to discover segment-specific purchase patterns to designate personalized promotions.

📌 3 Maddede Bu Makale

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Amaç & Hipotez:Öz Businesses overcome with a high degree of competition that necessitates customer-focused strategies in most industries.
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Temel Bulgular & Veri:In a digitalized business environment, the implementation of such strategies often requires the analysis of customer data.
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Sonuç & Katkı:Our findings demonstrate association rules that might guide marketing practitioners who need to discover segment-specific purchase patterns to designate personalized promotions.
🔬Tür:Araştırma Makalesi
📍Kapsam:Genişletilmiş Akademik Örneklem
⚙️Değişkenler:Anahtar Kelimeler Data Mining · Market Basket Analysis · Association Rule Mining

Özet

Öz Businesses overcome with a high degree of competition that necessitates customer-focused strategies in most industries. In a digitalized business environment, the implementation of such strategies often requires the analysis of customer data. Market basket analysis is a well-known method in marketing that examines basket data to discover useful information about customers’ purchase intentions. The analysis has been a playground for data mining researchers that aim to overcome with its practical challenges. Our study extends the conventional basket analysis by incorporating demographic variables along with purchase transactions. With such modification, we provide an example for the extraction of segment-specific rules that relate product-level purchase decisions with gender, location, and age group. For this purpose, we present a case study on monthly basket data obtained from an e-retailer in Turkey. Our findings demonstrate association rules that might guide marketing practitioners who need to discover segment-specific purchase patterns to designate personalized promotions.

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Bu Makaleye Atıf Yap

ÇİÇEKLİ, U. G., KABASAKAL, İ. (2021). Market Basket Analysis of Basket Data with Demographics: A Case Study in E-Retailing. Alphanumeric Journal, Cilt: 9 - Sayı: 1, 1–12. https://ajindex.com/articles/216229

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Kaynakça (20)

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