Mihrimah ÖZMEN, Yılmaz DELİCE, Emel KIZILKAYA AYDOĞAN

Telekomünikasyon Sektöründe PSO ile Müşteri Bölümlemesi

Rekabetçi piyasa ekonomisi koşullarında, işletmelerin gelişiminde etkili olan en önemli kaynak müşterilerdir. Farklı müşteri gruplarının tercihlerini, alışveriş tutumlarını ve fiyat duyarlılıklarını anlamak pazarlama faaliyetlerinin yönelimi açısından çok önemlidir. Bu durumda müşteri segmentasyonu hedef pazardaki uygun müşteri gruplarını seçmek için kullanılmaktadır. Bu çalışmada Türkiye'nin ilk 100 telekomünikasyon şirketlerinden birine müşteri segmentasyonu uygulanmıştır. Çalışmada yer alan firma, veri ambarında müşteri davranışlarıyla ilgili çağrı detayları, fatura bilgisi, müşteri demografik özellikleri gibi çok miktarda veri toplamıştır. Bu verilerin boyutu, manuel analizin mümkün olmadığı kadar büyüktür. Bununla birlikte; bu veriler operasyonel ve stratejik amaçlar için uygulanabilecek değerli bilgileri barındırmaktadır. Bu verilerden anlamlı bilgi çıkarmak için gelişmiş veri madenciliği teknikleri gereklidir. Bu çalışmada, PSO tabanlı kümeleme tekniği ve DB uygunluk fonksiyonu ile müşteri segmentleri belirlenmiştir.

Customer Segmentation with PSO in Telecommunication Sector

Under the competitive market economy conditions, the most important source of the development of businesses is the customers. Understanding the preferences, shopping attitudes and price sensitivities of different customer groups is very important in terms of the direction of marketing activities. In this case, customer segmentation is used to select the appropriate customer groups in the target market. In this study, customer segmentation was applied to one of the Turkey's top 100 telecommunication companies. The company involved in the study collects a lot of data on customer behaviors such as call details, billing information, customer demographics, etc. in the data warehouse. The size of this data is so large that manual analysis is not possible. However, these data contain valuable information that can be applied for operational and strategic purposes. Advanced data mining techniques are required to obtain meaningful information from these data. In this study, customer segments were identified with PSO-based clustering technique and DB fitness function.

Keywords:

Customer Segmentation Clustering, Meta Heuristic Optimization, PSO,

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