Review on the Use of Data Analysis for Customer Segmentation and Personalization in Marketing Strategies

Mengzhen Xiao; Yongchao Xu; Zekai Gao

doi:10.54254/2754-1169/106/20241362

Research Article

Open access

Published on 31 July 2024

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Xiao,M.;Xu,Y.;Gao,Z. (2024). Review on the Use of Data Analysis for Customer Segmentation and Personalization in Marketing Strategies. Advances in Economics, Management and Political Sciences,106,10-16.

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Review on the Use of Data Analysis for Customer Segmentation and Personalization in Marketing Strategies

Mengzhen Xiao *^,1, Yongchao Xu ², Zekai Gao ³

¹ Wuhan Britain-China School
² Zhenhai High School
³ Jiangsu Taizhou High School

* Author to whom correspondence should be addressed.

https://doi.org/10.54254/2754-1169/106/20241362

Abstract

This paper studies the application of data analysis in the field of customer segmentation and personalization. With the advent of the era of big data, enterprises and organizations have rich data resources that contain important information about customer behavior, preferences, and purchasing habits. Through data analytics, companies can better understand customer needs and provide personalized products and services, thereby improving customer satisfaction and loyalty. This study aims to explore the application of data analytics in the field of customer segmentation and personalization, and provides some common data analysis methods. Data analysis methods include probabilistic methods and Bayesian methods, among others. Through case studies, the application of data analysis in the field of e-commerce is explained. The research results show that data analytics has important value and potential applications in customer segmentation and personalized marketing. However, data analysis still faces some challenges and limitations in practice, including data security and quality issues. Future research can continue to explore methods and techniques for data analysis, solve problems such as data privacy and security, and apply data analysis in more fields.

Keywords

data analysis, customer segmentation, personalized marketing, e-commerce.

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About volume

Volume title: Proceedings of the 3rd International Conference on Business and Policy Studies

Conference website: https://www.confbps.org/

ISBN：978-1-83558-541-2(Print) / 978-1-83558-542-9(Online)

Conference date: 27 February 2024

Editor：Arman Eshraghi

Series: Advances in Economics, Management and Political Sciences

Volume number: Vol.106

ISSN：2754-1169(Print) / 2754-1177(Online)

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