Customer-Based Market Segmentation in E-Commerce Using Hybrid Clustering

Abstract - Utilizing predictive modeling and data mining, this study develops market and customer segments for effective marketing strategies. Market segmentation recognizes that customers have different interests, buying habits, and preferences. By creating specialized strategies for specific target groups, a company can enhance its resource management and sales. Customer segmentation involves clustering individuals with similar characteristics and behaviors, enhancing understanding of customers' demographics and dynamic behavior.