Advances in Economics, Management and Political Sciences

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Proceedings of the 2nd International Conference on Financial Technology and Business Analysis

Series Vol. 97 , 02 July 2024


Open Access | Article

Review on the Use of Data Analysis for Customer Segmentation and Personalization in Marketing

Yiwei Zhang * 1 , Zhen Xu 2 , Zhimeng Zhang 3
1 Nanjing Foreign Language School, Nanjing, 210008, China
2 College of Art&science, New York Univerisity, New York, NY10036, United States
3 Wuhan Britain-China School, Wuhan, 430030, China

* Author to whom correspondence should be addressed.

Advances in Economics, Management and Political Sciences, Vol. 97, 235-248
Published 02 July 2024. © 02 July 2024 The Author(s). Published by EWA Publishing
This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution (CC BY) license, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
Citation Yiwei Zhang, Zhen Xu, Zhimeng Zhang. Review on the Use of Data Analysis for Customer Segmentation and Personalization in Marketing. AEMPS (2024) Vol. 97: 235-248. DOI: 10.54254/2754-1169/97/20231519.

Abstract

Marketing is a part of business that requires considering countless variables and making accurate decisions. With the development of computer science and algorithms, the advancement of data analysis methods can be applied in this field to bring great convenience. Despite a large number of data analysis models being constructed, there is a lack of review articles that need to summarize algorithms created by previous generations. This paper starts with a lookback to the basic descriptive and predictive data analysis methods following with the introduction and further explanation of customer segmentation and personalization. Combined with the basic marketing methods, we studied the application of data analytics to business industry. Moreover, this paper presents case study that highlight the application of data analysis in different areas: online retail, e-commerce and transportation. Finally we use each case to find utilization of data analytics to derive meaningful insights and facilitation decision-making.

Keywords

Data analysis, Customer Segmentation, Personalization, K-means, Regression

References

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Data Availability

The datasets used and/or analyzed during the current study will be available from the authors upon reasonable request.

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Volume Title
Proceedings of the 2nd International Conference on Financial Technology and Business Analysis
ISBN (Print)
978-1-83558-505-4
ISBN (Online)
978-1-83558-506-1
Published Date
02 July 2024
Series
Advances in Economics, Management and Political Sciences
ISSN (Print)
2754-1169
ISSN (Online)
2754-1177
DOI
10.54254/2754-1169/97/20231519
Copyright
02 July 2024
Open Access
This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution (CC BY) license, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited

Copyright © 2023 EWA Publishing. Unless Otherwise Stated