GlyphSOMe: Using SOM with Data Glyphs for Customer Profiling

Catarina Maçãs, Evgheni Polisciuc, Penousal Machado

2020

Abstract

With the possibility of storing customer data, retail companies can improve their marketing strategies, creating promotions and special offers specific for individual customers. The application of information visualisation combined with machine learning methods can facilitate the tasks related to customer profiling, and therefore, the creation of individualised campaigns. More specifically, we argue that clustering and segmentation methods, in particular SOM algorithms, foster customer characterisation by defining a shopping topology that can distinguish different patterns of consumption. Furthermore, we believe that adding visual descriptors of the shopping behaviours through the means of data glyphs, can further improve the efficiency and efficacy of SOMs. We present a visualisation method that combines SOMs and data glyphs, with an ultimate goal to reveal purchasing patterns of individual customers. Additionally, we apply two SOM projections: the traditional matrix projection, and a novel force-directed projection, for a more detailed view over the clusters of the SOM.

Paper Citation

in Harvard Style

Maçãs C., Polisciuc E. and Machado P. (2020). GlyphSOMe: Using SOM with Data Glyphs for Customer Profiling. In Proceedings of the 15th International Joint Conference on Computer Vision, Imaging and Computer Graphics Theory and Applications (VISIGRAPP 2020) - Volume 3: IVAPP; ISBN 978-989-758-402-2, SciTePress, pages 301-308. DOI: 10.5220/0009178803010308

in Bibtex Style

@conference{ivapp20,
author={Catarina Maçãs and Evgheni Polisciuc and Penousal Machado},
title={GlyphSOMe: Using SOM with Data Glyphs for Customer Profiling},
booktitle={Proceedings of the 15th International Joint Conference on Computer Vision, Imaging and Computer Graphics Theory and Applications (VISIGRAPP 2020) - Volume 3: IVAPP},
year={2020},
pages={301-308},
publisher={SciTePress},
organization={INSTICC},
doi={10.5220/0009178803010308},
isbn={978-989-758-402-2},
}

in EndNote Style

TY - CONF

JO - Proceedings of the 15th International Joint Conference on Computer Vision, Imaging and Computer Graphics Theory and Applications (VISIGRAPP 2020) - Volume 3: IVAPP
TI - GlyphSOMe: Using SOM with Data Glyphs for Customer Profiling
SN - 978-989-758-402-2
AU - Maçãs C.
AU - Polisciuc E.
AU - Machado P.
PY - 2020
SP - 301
EP - 308
DO - 10.5220/0009178803010308
PB - SciTePress