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A Preliminary Study of Fintech Industry: A Two-Stage Clustering Analysis for Customer Segmentation in the B2B Setting
Journal of Business-to-Business Marketing ( IF 3.045 ) Pub Date : 2019-04-12 , DOI: 10.1080/1051712x.2019.1603420
Alireza Sheikh 1 , Tohid Ghanbarpour 2 , Davoud Gholamiangonabadi 2
Affiliation  

ABSTRACT

This practitioner note proposes a new approach considering two-stage clustering and LRFMP model (Length, Recency, Frequency, Monetary and Periodicity) simultaneously for customer segmentation and behavior analysis and applies it among the Iranian Fintech companies. In this practitioner note, the K-means clustering algorithm and LRFMP model are combined in the customer segmentation process. After initial clustering, for a better understanding of valuable customers, additional clustering is implemented in segments that needed further investigation. This approach contributes to a better interpretation of different customer segments. Customer segments, consisting of 23524 business customers are analysed based on their characteristics and appropriate strategies are recommended accordingly. The first stage clustering result shows that customers are best segmented into four groups. The first and fourth segments are clustered again and the final 11 groups of customers are determined. This note provides a systematic and practical approach for researchers and practitioners for segmentation, interpretation, and targeting of customers especially in the B2B setting and the Fintech industry and helps managers to make effective marketing strategies and enhance customer relationship and marketing intelligence.



中文翻译:

金融科技行业的初步研究:B2B环境下客户细分的两阶段聚类分析

摘要

该从业者笔记提出了一种同时考虑两阶段聚类和LRFMP模型(长度,新近度,频率,货币和周期性)以进行客户细分和行为分析的新方法,并将其应用于伊朗金融科技公司。在本从业者笔记中,K-均值聚类算法和LRFMP模型在客户细分过程中结合在一起。初始聚类后,为了更好地了解有价值的客户,在需要进一步调查的部分中实施了附加聚类。这种方法有助于更好地解释不同的客户群。根据客户的特征分析了包括23524个业务客户的客户细分,并据此建议了适当的策略。第一阶段的聚类结果表明,最好将客户分为四个组。第一部分和第四部分再次聚类,确定了最终的11个客户组。本说明为研究人员和从业人员(尤其是在B2B环境和金融技术行业中)的客户细分,解释和定位客户提供了系统和实用的方法,并帮助经理制定了有效的营销策略并增强了客户关系和营销智能。

更新日期:2019-04-12
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