Abstract
The potential value of a market segmentation for a company is usually assessed in terms of six criteria: identifiability, substantiality, accessibility, responsiveness, stability and actionability. These are widely accepted as essential criteria, but they are difficult to quantify. Quantification is particularly important in early stages of the segmentation process, especially when automatic clustering methods are employed. With such methods it is easy to produce a large number of segmentations but only the most interesting ones should be selected for further analysis. In this paper, we address the problem of how to quantify the value of a segmentation according to the criteria above. We propose several measures and test them on a case study, consisting of a segmentation of portal users.
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Rebelo, C., Brito, P.Q., Soares, C., Jorge, A., Brandão, R. (2007). Quantitative Evaluation of Clusterings for Marketing Applications: A Web Portal Case Study. In: Neves, J., Santos, M.F., Machado, J.M. (eds) Progress in Artificial Intelligence. EPIA 2007. Lecture Notes in Computer Science(), vol 4874. Springer, Berlin, Heidelberg. https://doi.org/10.1007/978-3-540-77002-2_37
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DOI: https://doi.org/10.1007/978-3-540-77002-2_37
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