Revising K-Means Clustering under Semi-Supervision : Revising K-Means Clustering under Semi-Supervision
Revising K-Means Clustering under Semi-Supervision
- 주제(키워드) k-means clustering , customer segmentation , weighting variables , entropy criterion , marketing campaign. , k-means clustering , customer segmentation , weighting variables , entropy criterion , marketing campaign.
- 발행기관 한국통계학회
- 발행년도 2005
- 총서유형 Journal
- UCI G704-000420.2005.12.2.012
- KCI ID ART000974887
초록/요약
In k-means clustering, we standardize variables before clustering and iterate two steps: units allocation by Euclidean sense and centroids updating. In applications to DB marketing where clusters are to be used as customer segments with similar consumption behaviors, we frequently acquire additional variables on the customers or the units marketing campaigns a posteriori. Hence we need to modify the clusters originally formed after each campaign. The aim of this study is to propose a revision method of k-means clusters, incorporating added information by weighting clustering variables. We illustrate the proposed method in an empirical case.
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