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McDonalds, M. and Dunbar, I. (2004) Marketing Segmentation: How to Do It, How to Profit from It. Elsevier Butterworth-Heinemann, Oxford.

has been cited by the following article:

• TITLE: Mining Profitability of Telecommunication Customers Using K-Means Clustering

  AUTHORS: Hasitha Indika Arumawadu, R. M. Kapila Tharanga Rathnayaka, S. K. Illangarathne

  KEYWORDS: K-Means Clustering, Data Mining, RFM Model, Customer Relationship Management

  JOURNAL NAME: Journal of Data Analysis and Information Processing, Vol.3 No.3, August 21, 2015

  ABSTRACT: Data mining is the powerful technique, which can be widely used for discovering the customers’ behaviors as well as customer’s preferences. As a result, it has been widely used in top level companies for evaluating their Customer Relationship Management (CRM) system today. In this study, a new K-means clustering method proposed to evaluate the cluster customers’ profitability in telecommunication industry in Sri Lanka. Furthermore, RFM model mainly used as an input variable for K-means clustering and distortion curve used to identify optimal number of initial clusters. Based on the results, telecommunication customers’ profitability in Sri Lanka mainly categorized into three levels.