Τμηματοποίηση πελατών και ανάλυση καλαθιού αγορών σε περιβάλλον ηλεκτρονικού εμπορίου
Customer segmentation and market basket analysis for eCommerce
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Keywords
Market basket analysisAbstract
Machine learning offers the retail industry the support to predict successful sales to registered
customers. Market Basket Analysis (MBA) is one of the leading applications of machine learning
in retail. It helps businesses know what products a customer buys, so that the online store
website is designed accordingly. What is mainly studied is the previous purchasing activity of
the people. Businesses also use it for cross-selling, suggesting complementary products or
services to a customer. This increases the value of the order, as well as customer satisfaction
and convenience. Market Basket Analysis (MBA) creates a personalized shopping experience
that leads to both short-term revenue growth and long-term customer loyalty.The online food
delivery platform studied in this thesis is an excellent example of leveraging Market Basket
Analysis (MBA) for the purpose of cross-selling. Along with the purchase of a specific product,
the customer is suggested a list of other products that may be of interest to the customer. Which
products appear on this list is based on the customer's previous purchasing activity, their search
history, what other customers buy in combination with a specific product, and other factors.