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http://dx.doi.org/10.7838/jsebs.2021.26.4.133

Mobile App Analytics using Media Repertoire Approach  

Kwon, Sung Eun (Zero to One Partners)
Jang, Shu In (Data Intelligence Lab, Zero to One Partners)
Hwangbo, Hyunwoo (Hana Financial Group)
Publication Information
The Journal of Society for e-Business Studies / v.26, no.4, 2021 , pp. 133-154 More about this Journal
Abstract
Today smart phone is the most common media with a vehicle called 'application'. In order to understand how media users select applications and build their repertoire, this study conducted two-step approach using big data from smart phone log for 4 weeks in November 2019, and finally classified 8 media repertoire groups. Each of the eight media repertoire groups showed differences in time spent of mobile application category compared to other groups, and also showed differences between groups in demographic distribution. In addition to the academic contribution of identifying the mobile application repertoire with large scale behavioral data, this study also has significance in proposing a two-step approach that overcomes 'outlier issue' in behavioral data by extracting prototype vectors using SOM (Sefl-Organized Map) and applying it to k-means clustering for optimization of the classification. The study is also meaningful in that it categorizes customers using e-commerce services, identifies customer structure based on behavioral data, and provides practical guides to e-commerce communities that execute appropriate services or marketing decisions for each customer group.
Keywords
Media Repertoire; Smart phone application; k-means clustering; SOM; 2-step approach; Marketing planning;
Citations & Related Records
Times Cited By KSCI : 1  (Citation Analysis)
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