Dynamic Micro Targeting: Fitness-Based Approach to Predicting Individual Preferences

It is crucial to segment customers intelligently in order to offer more targeted and personalized products and services. Traditionally, customer segmentation is achieved using statistics-based methods that compute a set of statistics from the customer data and group customers into segments by applying clustering algorithms. Recent research proposed a direct grouping-based approach that combines customers into segments by optimally combining transactional data of several customers and building a data mining model of customer behavior for each group. This paper proposes a new micro targeting method that builds predictive models of customer behavior not on the segments of customers but rather on the customer-product groups. This micro-targeting method is more general than the previously considered direct grouping method. We empirically show that it significantly outperforms the direct grouping and statistics-based segmentation methods across multiple experimental conditions and that it generates predominately small-sized segments, thus providing additional support for the micro-targeting approach to personalization.