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

We develop a framework to reduce the number of customer segments to the smallest quantity without losing essential information of the underlying population in the electronic marketplace. We evaluate our approach in a case study using more than 21 million online flight bookings of a major airline company resulting in a 57.5% decrease from 1194…… Continue reading Too few, too many, just right: Creating the necessary number of segments for large online customer populations

Persona Analytics: Analyzing the stability of online segments and content interests over time using non-negative matrix factorization

Personified big data and rapidly developing data science techniques enable previously unforeseen methodological developments for longitudinal analysis of online audiences.¬† Applying data-driven persona generation on online customer statistics from a real organizational social media channel, we demonstrate how personas can be deployed to understand online customer patterns over time.¬† We conduct 32 monthly rounds of…… Continue reading Persona Analytics: Analyzing the stability of online segments and content interests over time using non-negative matrix factorization