Application of Apriori Algorithm for CRM Improvement - Case Study from Montenegro
Authors: 
Milena Djukanovic, Suncica Rogic, Lazar Novicevic, Vesna Popovic-Bugarin, Mihailo JovanovicAuthors Info & Claims
Milena Djukanovic, Suncica Rogic, Lazar Novicevic, Vesna Popovic-Bugarin, Mihailo JovanovicAuthors Info & ClaimsPages 48 - 56
Abstract
In this paper, a case study of market basket analysis is conducted, using the Apriori algorithm. This method constructs a set of association rules, aiming to find the groups of products that are often purchased together. The algorithm was applied to the real-life data set from a cosmetics retailer from Montenegro. The resulting rules can help decision-makers gain insight into interesting sets of products that appear in transactions together, which is of great importance for designing future marketing strategies. This approach, as well as several other data mining methods, are proved to be significant in knowledge discovery and the decision-making process for CRM improvement.
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Published In
May 2022
286 pages
ISBN:9781450396226
DOI:10.1145/3543712
Copyright © 2022 ACM.
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Association for Computing Machinery
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Publication History
Published: 20 September 2022
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- Research-article
- Research
- Refereed limited
Funding Sources
- Ministry of Science in Montenegro
Conference
ICCTA 2022
ICCTA 2022: 2022 8th International Conference on Computer Technology Applications
May 12 - 14, 2022
Vienna, Austria
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