Customer segmentation using online platforms: Isolating behavioral and demographic segments for persona creation via aggregated user data

• Main Authors: AN, Jisun, KWAK, Haewoon, JUNG, Soon‑gyo, SALMINEN, Joni, JANSEN, Bernard J.
• Format: text
• Language: English
• Published: Institutional Knowledge at Singapore Management University 2018
• Subjects: Web analytics; Social computing; Personas; Marketing; System design; Customer segmentation; Computer and Systems Architecture; Databases and Information Systems
• Online Access: https://ink.library.smu.edu.sg/sis_research/5326; https://ink.library.smu.edu.sg/context/sis_research/article/6330/viewcontent/Customer_segmentation___PV.pdf
• Institution: Singapore Management University

We propose a novel approach for isolating customer segments using online customer data for products that are distributed via online social media platforms. We use non-negative matrix factorization to first identify behavioral customer segments and then to identify demographic customer segments. We e...