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Authors: Catarina Maçãs ; Evgheni Polisciuc and Penousal Machado

Affiliation: CISUC, Department of Informatics Engineering, University of Coimbra, Coimbra, Portugal

ISBN: 978-989-758-402-2

ISSN: 2184-4321

Keyword(s): Data Glyph, SOM, Visualisation, Force-directed Graph, Customer Profiling, Mixed Data.

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. (More)

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Paper citation in several formats:
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 - Volume 3: IVAPP, ISBN 978-989-758-402-2, ISSN 2184-4321, pages 301-308. DOI: 10.5220/0009178803010308

@conference{ivapp20,
author={Catarina Ma\c{C}ãs. 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 - Volume 3: IVAPP,},
year={2020},
pages={301-308},
publisher={SciTePress},
organization={INSTICC},
doi={10.5220/0009178803010308},
isbn={978-989-758-402-2},
}

TY - CONF

JO - Proceedings of the 15th International Joint Conference on Computer Vision, Imaging and Computer Graphics Theory and Applications - 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

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