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Micro marketing using a cosmetic transaction data  

Seok, Kyoung-Ha (Department of Data Science, Inje University)
Cho, Dae-Hyeon (Department of Data Science, Inje University)
Kim, Byung-Soo (Department of Data Science, Inje University)
Lee, Jong-Un (Head of research center, Micans)
Paek, Seung-Hun (Department of Data Science, Inje University)
Jeon, Yu-Joong (Department of Data Science, Inje University)
Lee, Young-Bae (Department of Data Science, Inje University)
Kim, Jae-Gil (Department of Data Science, Inje University)
Publication Information
Journal of the Korean Data and Information Science Society / v.21, no.3, 2010 , pp. 535-546 More about this Journal
Abstract
There are two methods in grouping customers for micro marketing promotion. The one is based on how much they paid and the other is based on how many times they purchased. In this study we are interested in the repurchase probability of customers. By analysing the customer's transaction data and demographic data, we develop a forecasting model of repurchase and make epurchase indexes of them. As a modeling tool we use the logistic regression model. Finally we categorize the customers into five groups in according to their repurchase indexes so that we can control customers effectively and get higher profit.
Keywords
Logistic regression model; micro marketing promotion; repurchase index; repurchase probability; transaction data;
Citations & Related Records
Times Cited By KSCI : 4  (Citation Analysis)
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