How can algorithms help in segmenting users and customers? A systematic review and research agenda for algorithmic customer segmentation

What algorithm to choose for customer segmentation? Should you use one algorithm or many? How many customer segments should you create? How to evaluate the results? In this research, we carry out a systematic literature review to address such central questions in customer segmentation research and practice. The results from extracting information from 172 relevant articles show that algorithmic customer segmentation is the predominant approach for customer segmentation. We found researchers employing 46 different algorithms and 14 different evaluation metrics. For the algorithms, K-means clustering is the most employed. For the metrics, separation-focused metrics are slightly more prevalent than statistics-focused metrics. However, extant studies rarely use domain experts in evaluating the outcomes. Out of the 169 studies that provided details about hyperparameters, more than four out of five used segment size as their only hyperparameter. Typically, studies generate four segments, although the maximum number rarely exceeds twenty, and in most cases, is less than ten. Based on these findings, we propose seven key goals and three practical implications to enhance customer segmentation research and application.© The Author(s) 2023. This article is licensed under a Creative Commons Attribution 4.0 International License, which permits use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons licence, and indicate if changes were made. The images or other third party material in this article are included in the article's Creative Commons licence, unless indicated otherwise in a credit line to the material. If material is not included in the article's Creative Commons licence and your intended use is not permitted by statutory regulation or exceeds the permitted use, you will need to obtain permission directly from the copyright holder. To view a copy of this licence, visit http://creativecommons.org/licenses/by/4.0/.fi=vertaisarvioitu|en=peerReviewed

Marketing Plan of Rosteto Trademark

Tato diplomová práce se zaměřuje na problematiku marketingového plánování značky Rosteto. Autor analyzuje současný stav značky Rosteto a na základě jejíž výsledků a teoretického pozadí navrhuje specifické marketingové kroky k dosažení firmou stanovených cílů.This master’s thesis focuses on the issue of marketing planning of Rosteto trademark. The author analyses current situation of the Rosteto and on the basis of the findings and theoretical background proposes the specific marketing activities in order to achieve the company’s goals.

The Anesthesia Continuing Education Market and the Value Creation From a Sustainable Unified Platform

Practicing anesthesia professionals in the United States are all governed by various profession-specific regulatory bodies that mandate continuing education (CE) requirements. To date, no unified resource exists for anesthesia professionals (i.e., Anesthesiologists, Certified Registered Nurse Anesthetists, and Anesthesiologist Assistants) to explore the CE offerings available within the marketplace. This study endeavored to convey the potential value of a unified anesthesia CE resource. It investigated how to cultivate a sustainable platform to potentially improve how anesthesia professionals search available CE offerings and to potentially enhance how anesthesia CE providers reach anesthesia professionals. This qualitative study was conducted utilizing an integrative review of the literature. The key concepts identified and investigated were network effect, segmentation, first to market, best of breed, search costs, transaction costs, minimally viable product, evolutionary phases of platforms, platform theory, platform business model, platform economy, and types of platforms. Inductive content analysis was chosen as the organizational method for the resultant qualitative data. The goal of the analysis was to create a conceptual, practical, and strategically applicable platform paradigm for the anesthesia CE marketplace driven by the insights and amalgamations from the literature. The analyzed concepts, dimensions, and indicators of platform successes and their applications potentially facilitate anesthesia professionals’ CE explorations and CE providers’ marketing efforts, as well as contextualize the overarching impacts and implications onto the anesthesia CE industry and beyond. The conclusion portrays these impacts and implications

Information Markets and Nonmarkets

As large amounts of data become available and can be communicated more easily and processed more e¤ectively, information has come to play a central role for economic activity and welfare in our age. This essay overviews contributions to the industrial organization of information markets and nonmarkets, while attempting to maintain a balance between foundational frameworks and more recent developments. We start by reviewing mechanism-design approaches to modeling the trade of information. We then cover ratings, predictions, and recommender systems. We turn to forecasting contests, prediction markets, and other institutions designed for collecting and aggregating information from decentralized participants. Finally, we discuss science as a prototypical information nonmarket with participants who interact in a non-anonymous way to produce and disseminate information. We aim to make the reader familiar with the central notions and insights in this burgeoning literature and also point to some open critical questions that future research will have to address

A customer lead qualification model for successful potential customer profiling

A key question that marketers and salespeople face is based on the dilemma of which customer to pursue and which not. This choice has far reaching effects in both company success. Investigating a client’s seriousness to make a purchase at the time of an enquiry is key. This will assist the firm in determining which future clients offer the firm the most potential value in sales turnover and company profits. By taking the client’s background and history into consideration the marketer has the opportunity to determine which clients have or have not previously committed to the firm and which did not. By profiling the customer, providing a yardstick against which one can measure probability of a purchase can be developed. New or prospective customer against those attributes of customers can then be benchmarked against the attributes that attest to whether interest and intention to purchase can be converted into a sale. Identifying these customers who will be most likely to make a purchase is a very important area of study for any business that focuses on the marketing and sales of products or services. Having an accurate profile of potential customers, of who will buy and who will not, will play a key role in the success of any organization. The focus of this study will be on investigating the profile of a potential customer/company as a benchmark for sales lead qualification. The profile will also be a precursor to determining the lifetime value of the prospective customer. Profiling of high sales potential customers is a management issue. It directly influences the number of hours key personnel in the sales department spend on key tasks, which can alternatively be spent more productively on other projects