Abstract
In this paper, a novel approach towards enabling the exploratory understanding of the dynamics inherent in the capture of customers’ data at different points in time is outlined. The proposed methodology combines state-of-art data mining clustering techniques with a tuned sequence mining method to discover prominent customer behavior trajectories in data bases, which – when combined – represent the “behavior process” as it is followed by particular groups of customers. The framework is applied to a real-life case of an event organizer; it is shown how behavior trajectories can help to explain consumer decisions and to improve business processes that are influenced by customer actions.
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Acknowledgment
We would like to thank the KU Leuven research council for financial support under grand OT/10/010 and the Flemish Research Council for financial support under Odysseus grant B.0915.09.
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Seret, A., vanden Broucke, S.K.L.M., Baesens, B., Vanthienen, J. (2014). An Exploratory Approach for Understanding Customer Behavior Processes Based on Clustering and Sequence Mining. In: Lohmann, N., Song, M., Wohed, P. (eds) Business Process Management Workshops. BPM 2013. Lecture Notes in Business Information Processing, vol 171. Springer, Cham. https://doi.org/10.1007/978-3-319-06257-0_19
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DOI: https://doi.org/10.1007/978-3-319-06257-0_19
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