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BISC Seminar on “Retail Analytics: Rule-based Store Clustering for Target Marketing”

Dr Emrah Bilgic from Mus Alparslan University, Turkey, visited BISC as part of the Erasmus+ mobility project and presented his research on “Retail Analytics: Rule-based Store Clustering for Target Marketing” to staff and research students on 10^th April 2019.

Data analytics is a crucial step for implementing successful marketing analytics. In this big data era, marketers should produce reliable prescriptive and predictive insights with advanced statistical techniques to meet customers’ needs, wants and demands. Instead of analyzing thousands or hundreds of thousands of customers one by one, researchers/practitioners create and analyze segments by market or customer segmentation analysis. Dr Bilgic introduced his research on using store clustering. A new methodological framework for store clustering is proposed based on the “purchasing behaviors of customers of each store” which were obtained by association rule mining. A worldwide grocery retailer’s 175 stores in Istanbul/Turkey have successfully been segmented into five clusters and findings indicates that each group of stores has different purchasing pattern which is an opportunity to create different marketing and selling strategies.