Comparing Clusterings:A Store Segmentation Application

Year 2018, Volume: 32 Issue: 44, 41 - 57, 30.06.2018

Emrah Bilgiç , Özgür Çakır

Abstract

This study focuses on one of the clustering
comparison measures, pair counting techniques such as Rand Index, Adjusted Rand
Index and Fowlkes Mallows Index. The aim is discussing their properties and
showing a marketing application of the techniques. For an application, a retail
chain company’s supermarket stores are segmented with clustering analysis by
two approach. The first clustering approach is segmenting stores based on
socioeconomic factors and the second approach is based on purchasing behaviors of
customers. Since consumer purchases are influenced strongly by socioeconomic
factors, this study expects to find an agreement between two clusterings. The
results show that while Rand Index value indicates an agreement,
Fowlkes-Mallows Index value has found a weak agreement and Adjusted Rand Index
value could not find any agreement between two clusterings.

Keywords

comparing clusterings, clustering agreement, store segmentation

Kümelemelerin Karşılaştırılması: Bir Mağaza Segmentasyonu Uygulaması

Abstract

Bu çalışma, kümelemelerin karşılaştırılması
ölçülerinden biri olan çiftleri sayma tekniklerini (Rand Endeksi, Düzeltilmiş
Rand Endeksi ve Fowlkes Mallows Endeksi gibi) incelemektedir. Bu çalışmanın
amacı bahsi geçen tekniklerin özelliklerini tartışmak ve tekniklerin pazarlama
alanındaki bir uygulamasını göstermektir. Uygulama olarak, zincir mağazalara
sahip olan bir perakendecinin süpermarket mağazaları iki farklı yaklaşımla,
kümeleme analizi kullanılarak segmentlere ayrılmıştır. İlk yaklaşımında mağazalar
bulundukları yerin ve potansiyel müşterilerinin sosyoekonomik özelliklerine
göre, ikinci yaklaşımda ise mağazalar kendi müşterilerinin satın alma
davranışlarına göre segmentlere ayrılmıştır. Müşteri satın alma davranışları,
sosyoekonomik faktörlerden güçlü bir şekilde etkilendiği için, bu çalışmanın
beklentisi iki kümelemenin görüş birliğinde olması yönündedir. Analizler
sonucunda Rand Endeksi iki kümeleme arasında bir görüş birliğinin olduğunu
gösterse de, Fowlkes-Mallows Endeksi zayıf bir görüş birliğine, Düzeltilmiş
Rand Endeksi ise görüş birliğinin olmadığına işaret etmektedir. 

Keywords

Kümelemelerin Karşılaştırılması, Kümelemelerde Görüş Birliği, Mağaza Segmentasyonu

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