F.E. Giha, Y.P. Singh, and H.T. Ewe (Malaysia)
Data mining, Association Rules, Customer profiling, Customer segmentation.
Data Mining and Knowledge Discovery in transactional and relational databases has been of great interest in recent years for customer-based applications. Many data mining techniques have been designed to address the problem of capturing the true behavior of the customers in various business domains. In this paper, customer profiling and segmentation has been presented according to the behavioral association rules, which are conducted from the demographic and transactional data of the customers. Association rules discovery and clustering technique based on Apriori algorithm is presented for developing customer profiles and segmentation model. Computerized experimental results are obtained to illustrate the usefulness of the proposed methods.
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