EFFECTIVE MARKETING BASED ON THE SEGMENTATION OF CUSTOMERS AND TWITTER DATA ANALYSIS

Abstract

In this paper, we introduce a proccess of the data analysis for the POS data of MUJI provided by Ryohin Keikaku Co.,Ltd. in Data Analysis Competition 2014 hosted by Joint Association Study Group of Management Science. We found that many items which has been used to be considerd that women love were also bought heavily by men. So we assumed that the existence of such kind of customer segment named "Jyoshiryoku Danshi". We applied the hiarchical clustering to the customer's purchase count data collected with each item categories and the cluster which has the properties of "Jyoshiryoku Danshi" could be identified. At the same time, the relationship between the tweets from the official Twitter account of MUJI and the sales of the MUJI products was investigated. Based on these analyses, we proposed the effective marketing to "Jyoshiryoku Danshi" customer segment using Twitter.