Machine learning for market segmentation | |
| Author | Rujiphorn Techathaweerit |
| Call Number | AIT Thesis no.IM-01-03 |
| Subject(s) | Machine learning Marketing research Bayesian statistical decision theory |
| Note | A thesis submitted in partial fulfillment of the requirements for the degree of Master of Engineering, School of Advanced Technologies |
| Publisher | Asian Institute of Technology |
| Series Statement | Thesis ; no. IM-01-03 |
| Abstract | Market Segmentation is the process of identifying groups of customers that have similarities in characteristics or similarities in needs. Segmenting the market can help firms increase profits by better targeting advertising of products and services. Customer preferences are one of the most attractive bases for segmentation. The main problem is to apply appropriate algorithms to segment customers based on preferences. In this thesis, techniques from machine learning and collaborative filtering are integrated to develop a comprehensive methodology for segmenting customers based on their preferences. The effectiveness of the approach is evaluated on a database of movie preferences. A particular similarity measure technique from collaborative filtering is selected for calculating the similarity between users. The clustering algorithms are responsible for clustering the users based on the similarity. Finally, Bayesian multi nets and decision trees are used for generating predictive models of the segments. In addition, decision trees are used for creating descriptions of the segments. |
| Year | 2001 |
| Corresponding Series Added Entry | Asian Institute of Technology. Thesis ; no. IM-01-03 |
| Type | Thesis |
| School | School of Advanced Technologies (SAT) |
| Department | Department of Information and Communications Technologies (DICT) |
| Academic Program/FoS | Information Management (IM) |
| Chairperson(s) | Haddawy, Peter; |
| Examination Committee(s) | Batanov, Dentcho N.;Vatcharaporn Esichaikul ; |
| Scholarship Donor(s) | Royal Thai Government Fellowships ; |
| Degree | Thesis (M.Eng.) - Asian Institute of Technology, 2001 |