Image Clustering for Marketing Purposes

  • Daniel BaierEmail author
  • Ines Daniel
Conference paper
Part of the Studies in Classification, Data Analysis, and Knowledge Organization book series (STUDIES CLASS)


Clustering algorithms are standard tools for marketing purposes. For example, in market segmentation, they are applied to derive homogeneous customer groups. However, recently, the available resources for this purpose have extended. So, e.g., in social networks potential customers provide images – and other information as e.g. profiles, contact lists, music or videos – which reflect their activities, interests, and opinions. Also, consumers are getting more and more accustomed to select or upload personal images during an online dialogue. In this paper we discuss, how the application of clustering algorithms to such uploaded image collections can be used for deriving market segments. Software prototypes are discussed and applied.


Image Retrieval Color Histogram Market Segmentation Zernike Moment Image Cluster 
These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.


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Copyright information

© Springer-Verlag Berlin Heidelberg 2012

Authors and Affiliations

  1. 1.Institute of Business Administration and EconomicsBrandenburg University of Technology CottbusCottbusGermany

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