TY  - JOUR
TI  - Comparing Customer Segmentation With CLV Using Data Mining and Statistics: A Case Study
AB  - Customer segmentation is an essential activity for marketing executives. To penetrate to target market, they should analyze their clients very well. Undoubtfully customer lifetime value (CLV) is a compact calculation method to understand customer behaviors and their values. Various models are presented for CLV interpretation in literature. Two of them are statistical hypothesis tests and k-means. This case study provides the comparison these methods for a B2B IT company. The methodology can easily be used for similar purposes in other organizations. The successful clusters are obtained by k-means application.
AU  - Tolon, Metehan
AU  - ASLAN, DAMLA
DO  - 10.20491/isarder.2018.554
PY  - 2018
JO  - İşletme Araştırmaları Dergisi
VL  - 10
IS  - 4
SN  - 1309-0712
SP  - 887
EP  - 900
DB  - TRDizin
UR  - http://search/yayin/detay/306442
ER  -