Xiaoling Lv

【Abstract】

Most of existing clustering methods are based on consumers` full information, so they can`t be applied to incomplete data. This article proposes a new three-step segmentation method to solve this problem. To be specific, in first step, sample consumers are grouped into different clusters with full information; in second step, classification model is built with only demographic information; in third step, the model is corrected. The key advantage of the new method is that it can classify a new sample with little information into a particular cluster. Last, the method is applied to television audience segmentation problem. The results are interesting and useful.

【Keywords】

consumer segmentation, incomplete data, support vector machine, audience viewing behavior