{"id":"https://openalex.org/W4409072114","doi":"https://doi.org/10.30574/wjarr.2021.12.3.0658","title":"Data driven customer segmentation and personalization strategies in modern business intelligence frameworks","display_name":"Data driven customer segmentation and personalization strategies in modern business intelligence frameworks","publication_year":2021,"publication_date":"2021-12-30","ids":{"openalex":"https://openalex.org/W4409072114","doi":"https://doi.org/10.30574/wjarr.2021.12.3.0658"},"language":"en","primary_location":{"id":"doi:10.30574/wjarr.2021.12.3.0658","doi":"https://doi.org/10.30574/wjarr.2021.12.3.0658","is_oa":true,"landing_page_url":"https://doi.org/10.30574/wjarr.2021.12.3.0658","pdf_url":"https://wjarr.com/sites/default/files/WJARR-2021-0658_0.pdf","source":{"id":"https://openalex.org/S4210223820","display_name":"World Journal of Advanced Research and Reviews","issn_l":"2581-9615","issn":["2581-9615"],"is_oa":false,"is_in_doaj":false,"is_core":false,"listed_in":[],"host_organization":"https://openalex.org/P4383735917","host_organization_name":"GSC Online Press","host_organization_lineage":["https://openalex.org/P4383735917"],"host_organization_lineage_names":["GSC Online Press"],"type":"journal"},"license":"cc-by-nc-sa","license_id":"https://openalex.org/licenses/cc-by-nc-sa","version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"World Journal of Advanced Research and Reviews","raw_type":"journal-article"},"volume":null,"type":"article","indexed_in":["crossref"],"open_access":{"is_oa":true,"oa_status":"hybrid","oa_url":"https://wjarr.com/sites/default/files/WJARR-2021-0658_0.pdf","any_repository_has_fulltext":false},"authorships":[{"author_position":"first","author":{"id":null,"display_name":"Olalekan Hamed Olayinka","orcid":null,"observed_orcids":[]},"institutions":[],"countries":[],"is_corresponding":true,"raw_author_name":"Olalekan Hamed Olayinka","raw_affiliation_strings":[],"raw_orcid":null,"affiliations":[]}],"institutions":[],"countries_distinct_count":0,"institutions_distinct_count":0,"corresponding_author_ids":[],"corresponding_institution_ids":[],"apc_list":null,"apc_paid":null,"fwci":2.0681,"has_fulltext":true,"cited_by_count":61,"citation_normalized_percentile":{"value":0.891045,"is_in_top_1_percent":false,"is_in_top_10_percent":false},"cited_by_percentile_year":{"min":93,"max":100},"biblio":{"volume":"12","issue":"3","first_page":"711","last_page":"726"},"is_retracted":false,"is_paratext":false,"is_xpac":false,"primary_topic":{"id":"https://openalex.org/T12384","display_name":"Customer churn and segmentation","score":0.9810000061988831,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},"topics":[{"id":"https://openalex.org/T12384","display_name":"Customer churn and segmentation","score":0.9810000061988831,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},{"id":"https://openalex.org/T11891","display_name":"Big Data and Business Intelligence","score":0.015300000086426735,"subfield":{"id":"https://openalex.org/subfields/1404","display_name":"Management Information Systems"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},{"id":"https://openalex.org/T12885","display_name":"Digital Innovation in Industries","score":0.0005000000237487257,"subfield":{"id":"https://openalex.org/subfields/1405","display_name":"Management of Technology and Innovation"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}}],"keywords":[{"id":"https://openalex.org/keywords/customer-segmentation","display_name":"customer segmentation","score":1.0},{"id":"https://openalex.org/keywords/personalization","display_name":"personalization","score":0.9120000004768372},{"id":"https://openalex.org/keywords/business-intelligence","display_name":"business intelligence","score":0.9259999990463257},{"id":"https://openalex.org/keywords/customer-intelligence","display_name":"customer intelligence","score":0.8790000081062317},{"id":"https://openalex.org/keywords/hyper-personalization","display_name":"hyper-personalization","score":0.9190000295639038},{"id":"https://openalex.org/keywords/customer-lifetime-value","display_name":"customer lifetime value","score":0.8849999904632568},{"id":"https://openalex.org/keywords/customer-retention","display_name":"customer retention","score":0.6919999718666077},{"id":"https://openalex.org/keywords/cross-selling","display_name":"cross-selling","score":0.5889999866485596},{"id":"https://openalex.org/keywords/predictive-scoring","display_name":"predictive scoring","score":0.5339999794960022},{"id":"https://openalex.org/keywords/clickstream-data","display_name":"clickstream data","score":0.6959999799728394},{"id":"https://openalex.org/keywords/sentiment-analysis","display_name":"sentiment analysis","score":0.8769999742507935},{"id":"https://openalex.org/keywords/location-data","display_name":"location data","score":0.8489999771118164},{"id":"https://openalex.org/keywords/social-media-monitoring","display_name":"social media monitoring","score":0.9700000286102295},{"id":"https://openalex.org/keywords/data-governance","display_name":"data governance","score":0.7730000019073486},{"id":"https://openalex.org/keywords/model-bias","display_name":"model bias","score":0.968999981880188},{"id":"https://openalex.org/keywords/legacy-system-integration","display_name":"legacy system integration","score":0.7239999771118164},{"id":"https://openalex.org/keywords/rule-based-clustering","display_name":"rule-based clustering","score":0.6169999837875366}],"concepts":[{"id":"https://openalex.org/C183003079","wikidata":"https://www.wikidata.org/wiki/Q1000371","display_name":"Personalization","level":2,"score":0.7836396098136902},{"id":"https://openalex.org/C144133560","wikidata":"https://www.wikidata.org/wiki/Q4830453","display_name":"Business","level":0,"score":0.6708502769470215},{"id":"https://openalex.org/C2767350","wikidata":"https://www.wikidata.org/wiki/Q6662173","display_name":"Business intelligence","level":2,"score":0.6178346872329712},{"id":"https://openalex.org/C56739046","wikidata":"https://www.wikidata.org/wiki/Q192060","display_name":"Knowledge management","level":1,"score":0.4869495630264282},{"id":"https://openalex.org/C195094911","wikidata":"https://www.wikidata.org/wiki/Q14167904","display_name":"Process management","level":1,"score":0.45376598834991455},{"id":"https://openalex.org/C41008148","wikidata":"https://www.wikidata.org/wiki/Q21198","display_name":"Computer science","level":0,"score":0.38065215945243835},{"id":"https://openalex.org/C2522767166","wikidata":"https://www.wikidata.org/wiki/Q2374463","display_name":"Data science","level":1,"score":0.3508276641368866},{"id":"https://openalex.org/C162853370","wikidata":"https://www.wikidata.org/wiki/Q39809","display_name":"Marketing","level":1,"score":0.3213597536087036}],"mesh":[],"locations_count":1,"locations":[{"id":"doi:10.30574/wjarr.2021.12.3.0658","doi":"https://doi.org/10.30574/wjarr.2021.12.3.0658","is_oa":true,"landing_page_url":"https://doi.org/10.30574/wjarr.2021.12.3.0658","pdf_url":"https://wjarr.com/sites/default/files/WJARR-2021-0658_0.pdf","source":{"id":"https://openalex.org/S4210223820","display_name":"World Journal of Advanced Research and Reviews","issn_l":"2581-9615","issn":["2581-9615"],"is_oa":false,"is_in_doaj":false,"is_core":false,"listed_in":[],"host_organization":"https://openalex.org/P4383735917","host_organization_name":"GSC Online Press","host_organization_lineage":["https://openalex.org/P4383735917"],"host_organization_lineage_names":["GSC Online Press"],"type":"journal"},"license":"cc-by-nc-sa","license_id":"https://openalex.org/licenses/cc-by-nc-sa","version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"World Journal of Advanced Research and Reviews","raw_type":"journal-article"}],"best_oa_location":{"id":"doi:10.30574/wjarr.2021.12.3.0658","doi":"https://doi.org/10.30574/wjarr.2021.12.3.0658","is_oa":true,"landing_page_url":"https://doi.org/10.30574/wjarr.2021.12.3.0658","pdf_url":"https://wjarr.com/sites/default/files/WJARR-2021-0658_0.pdf","source":{"id":"https://openalex.org/S4210223820","display_name":"World Journal of Advanced Research and Reviews","issn_l":"2581-9615","issn":["2581-9615"],"is_oa":false,"is_in_doaj":false,"is_core":false,"listed_in":[],"host_organization":"https://openalex.org/P4383735917","host_organization_name":"GSC Online Press","host_organization_lineage":["https://openalex.org/P4383735917"],"host_organization_lineage_names":["GSC Online Press"],"type":"journal"},"license":"cc-by-nc-sa","license_id":"https://openalex.org/licenses/cc-by-nc-sa","version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"World Journal of Advanced Research and Reviews","raw_type":"journal-article"},"sustainable_development_goals":[],"study_designs":[],"awards":[],"funders":[],"has_content":{"pdf":true,"grobid_xml":true},"content_urls":{"pdf":"https://content.openalex.org/works/W4409072114.pdf","grobid_xml":"https://content.openalex.org/works/W4409072114.grobid-xml"},"referenced_works_count":0,"referenced_works":[],"related_works":["https://openalex.org/W7118008308","https://openalex.org/W7203707807","https://openalex.org/W4412571907","https://openalex.org/W7221530536","https://openalex.org/W4403970318","https://openalex.org/W4404382950","https://openalex.org/W4412628555","https://openalex.org/W4409395841","https://openalex.org/W6893397853","https://openalex.org/W7204871169"],"abstract_inverted_index":{"In":[0],"an":[1],"era":[2],"defined":[3],"by":[4,52,94,220],"digital":[5],"transformation":[6],"and":[7,22,36,67,81,89,99,104,130,143,149,182,195,204,217,224],"hyper-competition,":[8],"businesses":[9,154,212],"increasingly":[10],"rely":[11],"on":[12,63,178],"data-driven":[13],"insights":[14],"to":[15,27,74,84,115,155,172],"enhance":[16],"customer":[17,34,87,125,131,159,167,179],"engagement,":[18],"foster":[19],"brand":[20],"loyalty,":[21],"drive":[23],"revenue":[24],"growth.":[25],"Central":[26],"this":[28],"approach":[29],"is":[30],"the":[31,122,136,147,164,208],"integration":[32,137,196],"of":[33,124,138,151,166],"segmentation":[35,103,168,223],"personalization":[37,225],"strategies":[38],"within":[39],"modern":[40],"business":[41],"intelligence":[42,126],"(BI)":[43],"frameworks.":[44],"Traditional":[45],"one-size-fits-all":[46],"marketing":[47],"approaches":[48],"are":[49],"being":[50],"replaced":[51],"dynamic,":[53],"data-centric":[54],"models":[55,219],"that":[56],"classify":[57],"customers":[58],"into":[59,226],"granular":[60],"segments":[61,71],"based":[62],"behavioral,":[64],"transactional,":[65],"demographic,":[66],"psychographic":[68],"data.":[69],"These":[70],"enable":[72],"firms":[73],"tailor":[75],"messaging,":[76],"product":[77],"recommendations,":[78],"pricing":[79],"strategies,":[80],"service":[82],"delivery":[83],"meet":[85,157],"specific":[86],"preferences":[88],"expectations.":[90],"Modern":[91],"BI":[92,205],"ecosystems\u2014powered":[93],"big":[95],"data,":[96,142],"machine":[97],"learning,":[98],"advanced":[100],"analytics\u2014facilitate":[101],"real-time":[102],"hyper-personalized":[105],"experiences":[106],"across":[107],"touchpoints.":[108],"From":[109],"e-commerce":[110],"platforms":[111],"leveraging":[112],"clickstream":[113],"data":[114,191],"financial":[116],"institutions":[117],"using":[118],"predictive":[119],"scoring":[120],"models,":[121],"deployment":[123],"enables":[127],"strategic":[128,228],"decision-making":[129],"lifetime":[132],"value":[133],"maximization.":[134],"Furthermore,":[135],"sentiment":[139],"analysis,":[140],"location":[141],"social":[144],"listening":[145],"expands":[146],"breadth":[148],"depth":[150],"personalization,":[152],"allowing":[153],"proactively":[156],"emerging":[158],"needs.":[160],"This":[161],"paper":[162],"examines":[163],"evolution":[165],"techniques\u2014from":[169],"rule-based":[170],"clustering":[171],"AI-driven":[173],"modeling\u2014and":[174],"evaluates":[175],"their":[176,227],"impact":[177],"satisfaction,":[180],"retention,":[181],"cross-selling":[183],"effectiveness.":[184],"It":[185],"also":[186],"highlights":[187],"implementation":[188],"challenges,":[189],"including":[190],"governance,":[192],"model":[193],"bias,":[194],"with":[197],"legacy":[198],"systems.":[199],"Through":[200],"case":[201],"study":[202],"analysis":[203],"architectural":[206],"mapping,":[207],"research":[209],"demonstrates":[210],"how":[211],"can":[213],"build":[214],"agile,":[215],"responsive,":[216],"customer-centric":[218],"embedding":[221],"intelligent":[222],"analytics":[229],"workflows.":[230]},"counts_by_year":[{"year":2026,"cited_by_count":11},{"year":2025,"cited_by_count":41},{"year":2024,"cited_by_count":2},{"year":2023,"cited_by_count":3},{"year":2022,"cited_by_count":2},{"year":2021,"cited_by_count":2}],"updated_date":"2026-09-30T09:27:27.532063","created_date":"2025-04-02T00:00:00"}
