Title :
The Effect of Context on the Predictive Performance of Segmentation
Author :
Faraone, M.F. ; Gorgoglione, M. ; Lombardi, S. ; Palmisano, C. ; Panniello, U. ; Tuzhilin, A.
Author_Institution :
Politec. di Bari, Bari
Abstract :
Recent research showed that including context in customer behavior models improves predictive performance, especially when the unit of analysis is the single customer. Also segmentation has proved to improve the performance of predictive modeling. The research contribution of this work lies in studying interaction effects between segmentation and contextual information. Several experiments were done on a data set coming from an e-commerce application.
Keywords :
consumer behaviour; marketing data processing; contextual information; customer behavior models; e-commerce; predictive modeling; segmentation information; Context modeling; Data mining; Decision making; Demography; Information analysis; Intelligent agent; Performance analysis; Portals; Predictive models; Statistics; Context; Predictive Modeling; Segmantation;
Conference_Titel :
Web Intelligence and Intelligent Agent Technology, 2008. WI-IAT '08. IEEE/WIC/ACM International Conference on
Conference_Location :
Sydney, NSW
Print_ISBN :
978-0-7695-3496-1
DOI :
10.1109/WIIAT.2008.359
