Publication:
K-Means and Decision Trees in Action:Unveiling Customer Segments and Personalized Promotions for Credit Card Companies

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Issued Date

2024-01-01

Resource Type

Conference Paper

DOI

10.1109/ICBIM63313.2024.10823628

Scopus ID

2-s2.0-85217408170

Journal Title

8th International Conference on Business and Information Management, ICBIM 2024

Start Page

85

End Page

89

Rights Holder(s)

SCOPUS

Bibliographic Citation

8th International Conference on Business and Information Management, ICBIM 2024 (2024) , 85-89

Suggested Citation

Thitiporndharma T., Khonthapagdee S. K-Means and Decision Trees in Action:Unveiling Customer Segments and Personalized Promotions for Credit Card Companies. 8th International Conference on Business and Information Management, ICBIM 2024 (2024) , 85-89. 89. doi:10.1109/ICBIM63313.2024.10823628 Retrieved from: https://hdl.handle.net/20.500.14740/20086

Title

K-Means and Decision Trees in Action:Unveiling Customer Segments and Personalized Promotions for Credit Card Companies

Author(s)

Thitiporndharma T.
 Khonthapagdee S.

Author's Affiliation

Srinakharinwirot University

Corresponding Author(s)

Thitiporndharma T.

Other Contributor(s)

Srinakharinwirot University

Abstract

This study aims to analyze customer segmentation of a credit card company. The analysis consists of two phases: K-means clustering and Decision tree classification. In the initial phase, various numbers of clusters were explored using the elbow method, silhouette analysis, and Davies-Bouldin index. The second phase focused on Decision tree classification to identify key features that differentiate customer groups and capture characteristics of each cluster. This provided a clear understanding of the factors influencing customer behavior and preferences within each cluster. Finally, guidelines for developing customized campaigns or promotions were provided.

Keyword(s)

Business, Management and Accounting
 Computer Science
 Decision Sciences

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URI

https://hdl.handle.net/20.500.14740/20086

Collections

Scopus: Year 2024

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