Lin Lang¹, Shuang Zhou¹, Minjuan Zhong^1,*, Guang Sun¹, Bin Pan¹, Peng Guo^1,2

CMC-Computers, Materials & Continua, Vol.74, No.2, pp. 3503-3513, 2023, DOI:10.32604/cmc.2023.023596

Abstract Using the RFM (Recency, Frequency, Monetary value) model can provide valuable insights about customer clusters which is the core of customer relationship management. Due to accurate customer segment coming from dynamic weighted applications, in-depth targeted marketing may also use type of dynamic weight of R, F and M as factors. In this paper, we present our dynamic weighted RFM approach which is intended to improve the performance of customer segmentation by using the factors and variations to attain dynamic weights. Our dynamic weight approach is a kind of Custom method in essential which roots in the understanding of the data… More >

Yulan Zheng^∗

Computer Systems Science and Engineering, Vol.35, No.4, pp. 293-298, 2020, DOI:10.32604/csse.2020.35.293

Abstract With the development of e-commerce, more and more enterprises attach importance to precision marketing for network channels. This study adopted the decision tree algorithm in data mining to achieve precision marketing. Firstly, precision marketing and C4.5 decision tree algorithm were briefly introduced. Then e-commerce enterprise A was taken as an example. The data from January to June 2018 were collected. Four attributes including age, income, occupation and educational background were selected for calculation and decision tree was established to extract classification rules.The results showed that the consumers of the products of the company were high-income young and middle-aged people, middle-income… More >