Services on Demand
Article
Indicators
Related links
Cited by Google
Similars in Google
Share
South African Journal of Industrial Engineering
On-line version ISSN 2224-7890
Print version ISSN 1012-277X
Abstract
WALTERS, M. and BEKKER, J.. Customer super-profiling demonstrator to enable efficient targeting in marketing campaigns. S. Afr. J. Ind. Eng. [online]. 2017, vol.28, n.3, pp.113-127. ISSN 2224-7890. http://dx.doi.org/10.7166/28-3-1846.
Difficulties lie with identifying the right customers to engage in successful marketing campaigns. Thus far, segmentation has been a popular marketing method for selecting customer groups for targeted campaigns. However, each segment can be further exploited by performing customer profiling. In this paper, we explain the on-going development of a proposed simulator and demonstration tool that incorporates big data analytics to uncover hidden patterns within the customer dataset, thereby generating a customer super-profile. A developed toy problem and a large, realistic problem demonstrate segmentation, via clustering, and create customer profiles to enable marketers to identify appropriate marketing strategies. The proposed framework serves as the basis for enhancing customer relationship management by providing improved customer profiles for marketing campaigns.