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Physical Sciences and Mathematics Commons

Open Access. Powered by Scholars. Published by Universities.®

Southern Methodist University

Journal

2022

Clustering

Articles 1 - 2 of 2

Full-Text Articles in Physical Sciences and Mathematics

Market Segmentation And Recency Frequency Monetary Value Analysis For A Freemium Mobile Game, Satvik Ajmera, Taylor Bonar, Dylan Scott, Carol Miu, Alana Manuel Sep 2022

Market Segmentation And Recency Frequency Monetary Value Analysis For A Freemium Mobile Game, Satvik Ajmera, Taylor Bonar, Dylan Scott, Carol Miu, Alana Manuel

SMU Data Science Review

Bricks ‘N Balls is a freemium game that relies on in-app purchases and ad monetization from users to be profitable at no upfront cost to the players. This study explores how in-game data analytics and purchase data can be used to segment players. Features taken into consideration for segmentation include past purchasing habits along with the players interactions within the missions. This study uses the Recency Frequency Monetary Value (RFM) framework to extract insights on player purchasing behavior to segment players into clusters and predict how much users will spend in the future.


A Machine Learning Approach To Revenue Generation Within The Professional Hair Care Industry, Alexander K. Sepenu, Linda Eliasen Jun 2022

A Machine Learning Approach To Revenue Generation Within The Professional Hair Care Industry, Alexander K. Sepenu, Linda Eliasen

SMU Data Science Review

The cosmetic and beauty industry continues to grow and evolve to satisfy its patrons. In the United States, the industry is heavily science-driven, innovative, and fast-paced, suggesting that to remain productive and profitable, companies must seek smart alternatives to their current modus operandi or risk losing out on this multi-billion-dollar industry to fierce competition. In this paper, the authors seek to utilize machine learning models such as clustering and regression to improve the efficiency of current sales and customer segmentation models to help HairCo (pseudonym for confidentiality), a professional hair products manufacturer, strategize their marketing and sales efforts for revenue …