Research on e-commerce user segmentation and customized marketing strategy based on cluster analysis
Yue Zhao,
Xueyan Niu,
Shuning Lin
et al.
Abstract:E-commerce user segmentation is the basis for enterprises to accurately formulate marketing strategies and successfully manage their customer base. With the rapid development of e-commerce, this paper improves the traditional K-means clustering algorithm and proposes a SAPK-means algorithm, which effectively excludes the noisy data and isolated points in the dataset and obtains the high-quality initial clustering center. Company A’s e-commerce platform is used to apply the SAPK-means algorithm for customer seg… Show more
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