DC Field | Value | Language |
---|---|---|
dc.contributor.advisor | Ahn, Jaehyeon | - |
dc.contributor.advisor | 안재현 | - |
dc.contributor.author | Yun, Jin-hyuk | - |
dc.date.accessioned | 2019-08-28T02:39:21Z | - |
dc.date.available | 2019-08-28T02:39:21Z | - |
dc.date.issued | 2018 | - |
dc.identifier.uri | http://library.kaist.ac.kr/search/detail/view.do?bibCtrlNo=842593&flag=dissertation | en_US |
dc.identifier.uri | http://hdl.handle.net/10203/265637 | - |
dc.description | 학위논문(석사) - 한국과학기술원 : 경영공학부, 2018.2,[iii, 42 p. :] | - |
dc.description.abstract | As the number and variety of online channels increase, businesses and advertisers must realize efficient marketing strategies and marketing mix. Customers' online channel usage patterns can be heterogeneous depending on various variables. If they understand this behavior correctly and use them for channel inflow or advertisement toward customers, they can establish an effective marketing strategy. In this paper, we utilize sequential pattern mining to find homogeneous patterns in customer 's conversion paths by using conversion path data of customers who purchase diapers and find related insights. Furthermore, by analyzing the customer's channel movement pattern by dividing it into demographic information, we examine how demographic factors affect customer' s online channel usage behavior. | - |
dc.language | eng | - |
dc.publisher | 한국과학기술원 | - |
dc.subject | Multichannel analysis▼asequential pattern mining▼aassociation rule▼amarketing channel▼aonline channel▼amarketing mix | - |
dc.subject | 다채널 분석▼a순차 패턴 마이닝▼a연관 분석▼a광고 채널▼a온라인 채널▼a마케팅 믹스 | - |
dc.title | Conversion paths of online consumers | - |
dc.title.alternative | 순차 패턴 마이닝을 활용한 고객 온라인 채널 경로 분석 | - |
dc.type | Thesis(Master) | - |
dc.identifier.CNRN | 325007 | - |
dc.description.department | 한국과학기술원 :경영공학부, | - |
dc.contributor.alternativeauthor | 윤진혁 | - |
dc.title.subtitle | a sequential pattern mining approach | - |
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