An RFM-Based Customer Segmentation Model for Targeted Offers in Mobile Gaming Industry
Bildiriler > Özet Bildiri · 2019
Yazarlar: İnanç KABASAKAL
2nd International Conference on Data Science and Applications, Türkiye, Balıkesir, Ulusal, Sözlü Sunum, Özet Bildiri, 2019-2019, ss 20-20
Özet
<p>Mobile gaming has been a significantly rapid growing industry over the last decade within the video game sector. The pervasion of broadband Internet and the progress in mobile phones have enabled mobile gaming and created a massive market with billions of potential customers. On the other hand, the two major ecosystems Google Play and App Store host a vast number of games developed by various software houses. In this competitive environment, retention of customers is crucial as well as attracting new customers. Fur such purpose, designating offers for appropriate customer segments is essential to enhance the impact of campaigns. For customer segmentation, various clustering models have been proposed in data mining field. In this study, a behavioral customer segmentation model will be proposed for a business in mobile game development. Customer segmentation will be conducted with the Recency, Frequency, and Monetary (RFM) Model over the transactional sales data obtained from the business. In the results, the use of RFM segments in marketing promotions will be discussed.</p>