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Customer super-profiling demonstrator to enable efficient targeting in marketing campaigns

Walters, Marisa ; Bekker, James (2017)

CITATION: Walters, M. & Bekker, J. 2017. Customer super-profiling demonstrator to enable efficient targeting in marketing campaigns. South African Journal of Industrial Engineering, 28(3):113-127, doi:10.7166/28-3-1846.

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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.

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