Too few, too many, just right: Creating the necessary number of segments for large online customer populations

作者：

Highlights：

• Development of Identify – Create – Collapse – Enrich (ICCE) framework.

• Resulting segments still retain essential information of the population.

• ICCE framework results in rich persona profiles for each segment.

• Implementation as case study results in a 57.5% decrease from 1194 to 507 segments.

• Implications for organizations desiring enhanced customer understanding.

摘要

•Development of Identify – Create – Collapse – Enrich (ICCE) framework.•Resulting segments still retain essential information of the population.•ICCE framework results in rich persona profiles for each segment.•Implementation as case study results in a 57.5% decrease from 1194 to 507 segments.•Implications for organizations desiring enhanced customer understanding.

论文关键词：Data-driven personas,Big data,Web analytics,Customer segmentation,Meta-segment,Segmentation noise,Mega segmentation

论文评审过程：Received 17 November 2020, Revised 7 June 2021, Accepted 30 July 2021, Available online 31 July 2021, Version of Record 10 August 2021.

论文官网地址：https://doi.org/10.1016/j.elerap.2021.101083