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Visualized Benefit Segmentation Using Supervised Self-organizing Maps: Support Tools for Persona Design and Market Analysis

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Intelligent Information and Database Systems (ACIIDS 2020)

Part of the book series: Lecture Notes in Computer Science ((LNAI,volume 12034))

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Abstract

This study provides a visualization technique for market segmentation by benefits using supervised self-organizing maps (SOMs). Recent use of customer personas has attracted attention in the marketing field, and is important in the development of products and services that customers want. Market segmentation tools based on clustering methods, such as SOM, k-means and neural networks, have been widely used in recent years. By associating customer benefits and demographics to classes and attributes, respectively, supervised SOM can be a useful tool to support persona design. Market segmentation is important in order to utilize personas effectively for decision-making in businesses that have accumulated large amounts of customer data. We use a real case of customer data from a hotel in Tokyo, Japan to illustrate our approach for market segmentation and customer analysis.

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Acknowledgements

This work was supported by JSPS KAKENHI Grant-in-Aid for Scientific Research C 19K04887.

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Authors and Affiliations

  1. Chiba Institute of Technology, Narashino, Chiba, Japan

    Fumiaki Saitoh

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  1. Fumiaki Saitoh
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Correspondence to Fumiaki Saitoh .

Editor information

Editors and Affiliations

  1. Department of Applied Informatics, Wrocław University of Science and Technology, Wrocław, Poland

    Ngoc Thanh Nguyen

  2. King Mongkut’s Institute of Technology Ladkrabang, Bangkok, Thailand

    Kietikul Jearanaitanakij

  3. Faculty of Computer Science and Information, University Teknologi Malaysia, Kuala Lumpur, Malaysia

    Ali Selamat

  4. Department of Applied Informatics, Wrocław University of Science and Technology, Wrocław, Poland

    Bogdan Trawiński

  5. King Mongkut’s Institute of Technology Ladkrabang, Bangkok, Thailand

    Suphamit Chittayasothorn

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Saitoh, F. (2020). Visualized Benefit Segmentation Using Supervised Self-organizing Maps: Support Tools for Persona Design and Market Analysis. In: Nguyen, N., Jearanaitanakij, K., Selamat, A., Trawiński, B., Chittayasothorn, S. (eds) Intelligent Information and Database Systems. ACIIDS 2020. Lecture Notes in Computer Science(), vol 12034. Springer, Cham. https://doi.org/10.1007/978-3-030-42058-1_37

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  • DOI: https://doi.org/10.1007/978-3-030-42058-1_37

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  • Publisher Name: Springer, Cham

  • Print ISBN: 978-3-030-42057-4

  • Online ISBN: 978-3-030-42058-1

  • eBook Packages: Computer ScienceComputer Science (R0)

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