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research-article

Mining customer knowledge for direct selling and marketing

Authors:

Shu-hsien Liao,

Hsin-hua HsiehAuthors Info & Claims

Expert Systems with Applications: An International Journal, Volume 38, Issue 5

Pages 6059 - 6069

https://doi.org/10.1016/j.eswa.2010.11.007

Published: 01 May 2011 Publication History

Abstract

Research highlights Direct marketing is an effective marketing method. Direct marketing could provide exclusive products and services for specific consumers. This study analyzes consumer adumbration, lifestyle habits and purchasing behavior using data mining approach. This study finds some models including cluster consumer purchase preference and demand. Direct marketing is an effective marketing method. To compare with the expensive media advertisements, direct marketing could provide exclusive products and services for specific consumers. Also, this method could reduce transaction costs. The communication channel is diverse because virtual shop stores and online shopping are springing up. Therefore, this study proposes the application of Internet marketing to the direct selling industry and the cosmetics market in Taiwan. This study implements association rules and cluster analysis as approaches for data mining. By doing so, we analyze consumer adumbration, lifestyle habits and purchasing behavior. Finally, this study finds some models including cluster consumer purchase preference and demand in order to generate different marketing alternatives for decisions. These research results can help attract more direct marketing firms to open up broader markets and earn higher profits for direct selling.

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Cited By

Djukanovic MRogic SNovicevic LPopovic-Bugarin VJovanovic M(2022)Application of Apriori Algorithm for CRM Improvement - Case Study from MontenegroProceedings of the 2022 8th International Conference on Computer Technology Applications10.1145/3543712.3543733(48-56)Online publication date: 12-May-2022
https://dl.acm.org/doi/10.1145/3543712.3543733
Griva ABardaki CPramatari KDoukidis G(2022)Factors Affecting Customer Analytics: Evidence from Three Retail CasesInformation Systems Frontiers10.1007/s10796-020-10098-124:2(493-516)Online publication date: 1-Apr-2022
https://dl.acm.org/doi/10.1007/s10796-020-10098-1
Sivaguru MPunniyamoorthy M(2021)Performance-enhanced rough -means clustering algorithmSoft Computing - A Fusion of Foundations, Methodologies and Applications10.1007/s00500-020-05247-225:2(1595-1616)Online publication date: 1-Jan-2021
https://dl.acm.org/doi/10.1007/s00500-020-05247-2
Show More Cited By

Mining customer knowledge for direct selling and marketing
1. Applied computing
  1. Operations research
2. Information systems
  1. Information systems applications

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cover image Expert Systems with Applications: An International Journal

Expert Systems with Applications: An International Journal Volume 38, Issue 5

May, 2011

1744 pages

ISSN:0957-4174

Issue’s Table of Contents

Copyright © Elsevier Ltd.

Publisher

Pergamon Press, Inc.

United States

Publication History

Published: 01 May 2011

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Cited By

Djukanovic MRogic SNovicevic LPopovic-Bugarin VJovanovic M(2022)Application of Apriori Algorithm for CRM Improvement - Case Study from MontenegroProceedings of the 2022 8th International Conference on Computer Technology Applications10.1145/3543712.3543733(48-56)Online publication date: 12-May-2022
https://dl.acm.org/doi/10.1145/3543712.3543733
Griva ABardaki CPramatari KDoukidis G(2022)Factors Affecting Customer Analytics: Evidence from Three Retail CasesInformation Systems Frontiers10.1007/s10796-020-10098-124:2(493-516)Online publication date: 1-Apr-2022
https://dl.acm.org/doi/10.1007/s10796-020-10098-1
Sivaguru MPunniyamoorthy M(2021)Performance-enhanced rough -means clustering algorithmSoft Computing - A Fusion of Foundations, Methodologies and Applications10.1007/s00500-020-05247-225:2(1595-1616)Online publication date: 1-Jan-2021
https://dl.acm.org/doi/10.1007/s00500-020-05247-2
(2018)Retail business analyticsExpert Systems with Applications: An International Journal10.1016/j.eswa.2018.01.029100:C(1-16)Online publication date: 15-Jun-2018
https://dl.acm.org/doi/10.1016/j.eswa.2018.01.029
Alborzi MKhanbabaei M(2016)Using data mining and neural networks techniques to propose a new hybrid customer behaviour analysis and credit scoring model in banking services based on a developed RFM analysis methodInternational Journal of Business Information Systems10.1504/IJBIS.2016.07802023:1(1-22)Online publication date: 1-Jan-2016
https://dl.acm.org/doi/10.1504/IJBIS.2016.078020
Mahlamäki TOjala MMyllykangas M(2016)The drivers towards interactive digital sales processes in business-to-business marketsProceedings of the 20th International Academic Mindtrek Conference10.1145/2994310.2994326(42-48)Online publication date: 17-Oct-2016
https://dl.acm.org/doi/10.1145/2994310.2994326
Liao SChang H(2016)A rough set-based association rule approach for a recommendation system for online consumersInformation Processing and Management: an International Journal10.1016/j.ipm.2016.05.00352:6(1142-1160)Online publication date: 1-Nov-2016
https://dl.acm.org/doi/10.1016/j.ipm.2016.05.003
Teng GHe CXiao JHe YZhu BJiang X(2016)Cluster ensemble framework based on the group method of data handlingApplied Soft Computing10.1016/j.asoc.2016.01.04343:C(35-46)Online publication date: 1-Jun-2016
https://dl.acm.org/doi/10.1016/j.asoc.2016.01.043
Thuring FNielsen JGuillén MBolancé C(2012)Selecting prospects for cross-selling financial products using multivariate credibilityExpert Systems with Applications: An International Journal10.1016/j.eswa.2012.02.01139:10(8809-8816)Online publication date: 1-Aug-2012
https://dl.acm.org/doi/10.1016/j.eswa.2012.02.011
Cil I(2012)Consumption universes based supermarket layout through association rule mining and multidimensional scalingExpert Systems with Applications: An International Journal10.1016/j.eswa.2012.01.19239:10(8611-8625)Online publication date: 1-Aug-2012
https://dl.acm.org/doi/10.1016/j.eswa.2012.01.192

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