MARKET SEGMENTATION AND TARGETING OF OFFERS USING NEURAL DISCRIMINANT ANALYSIS

Abstract

The theme of this work is "market segmentation and offer targeting using neural discriminant analysis" for classification purposes. The data provided by modern applications are usually large in size and their classification may be disturbed. In this work, we will give a contribution of data mining to market segmentation and offer targeting using neural discriminant analysis. The main interest of this work is to offer decision-makers a better vision of their customers, allowing them to better manage and satisfy them by proposing products likely to be purchased by them; to make targeted marketing or a particular offer to a group of customers with similar characteristics and consumption behaviors; to know what to offer to the new customer who comes to the company by assigning him to a group of customers in which the habits, preferences towards a product or a group of products are known. Our approach therefore predicts the class of a new customer who comes to the company; the class is predicted after the customer has made his first purchase.. Individuals are placed in the class with the highest probability. In this case, the client will be assigned to the appropriate class with the marketing services.