{"id":56,"date":"2021-08-16T01:35:03","date_gmt":"2021-08-16T01:35:03","guid":{"rendered":"https:\/\/quecst.qcri.org\/blog\/?p=56"},"modified":"2021-08-16T01:35:03","modified_gmt":"2021-08-16T01:35:03","slug":"too-few-too-many-just-right-creating-the-necessary-number-of-segments-for-large-online-customer-populations","status":"publish","type":"post","link":"https:\/\/acua.qcri.org\/blog\/too-few-too-many-just-right-creating-the-necessary-number-of-segments-for-large-online-customer-populations\/","title":{"rendered":"Too few, too many, just right: Creating the necessary number of segments for large online customer populations"},"content":{"rendered":"<figure id=\"attachment_57\" aria-describedby=\"caption-attachment-57\" style=\"width: 300px\" class=\"wp-caption alignnone\"><img loading=\"lazy\" decoding=\"async\" class=\"size-medium wp-image-57\" src=\"https:\/\/quecst.qcri.org\/blog\/wp-content\/uploads\/2021\/08\/customer_segments-300x238.png\" alt=\"Too Few, Too Many, Just Right: Creating the Necessary Number of Segments for Large Online Customer Populations\" width=\"300\" height=\"238\" srcset=\"https:\/\/acua.qcri.org\/blog\/wp-content\/uploads\/2021\/08\/customer_segments-300x238.png 300w, https:\/\/acua.qcri.org\/blog\/wp-content\/uploads\/2021\/08\/customer_segments.png 348w\" sizes=\"(max-width: 300px) 100vw, 300px\" \/><figcaption id=\"caption-attachment-57\" class=\"wp-caption-text\"><em><a href=\"https:\/\/www.sciencedirect.com\/science\/article\/pii\/S1567422321000557\" target=\"_blank\" rel=\"noopener\">Too Few, Too Many, Just Right: Creating the Necessary Number of Segments for Large Online Customer Populations<\/a><\/em><\/figcaption><\/figure>\n<p>We develop a framework to reduce the number of customer segments to the smallest quantity without losing essential information of the underlying population in the electronic marketplace.<\/p>\n<p>We evaluate our approach in a case study using more than 21 million online flight bookings of a major airline company resulting in a 57.5% decrease from 1194 to 507 segments.<\/p>\n<p>Findings have implications for organizations desiring to employ segmentation and\/or personas for enhanced customer understanding.<\/p>\n<p>Jansen, B. J., Jung, S.G., Ramirez Robillos, D., and Salminen, J. (2021)\u00a0<em><a href=\"https:\/\/www.sciencedirect.com\/science\/article\/pii\/S1567422321000557\" target=\"_blank\" rel=\"noopener\">Too Few, Too Many, Just Right: Creating the Necessary Number of Segments for Large Online Customer Populations<\/a><\/em>.\u00a0<u>Electronic Commerce Research and Applications<\/u>, 49,\u00a0Article 101083.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>We develop a framework to reduce the number of customer segments to the smallest quantity without losing essential information of the underlying population in the electronic marketplace. We evaluate our approach in a case study using more than 21 million online flight bookings of a major airline company resulting in a 57.5% decrease from 1194&hellip; <a class=\"more-link\" href=\"https:\/\/acua.qcri.org\/blog\/too-few-too-many-just-right-creating-the-necessary-number-of-segments-for-large-online-customer-populations\/\">Continue reading <span class=\"screen-reader-text\">Too few, too many, just right: Creating the necessary number of segments for large online customer populations<\/span><\/a><\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[2],"tags":[10,11,9],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v19.13 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Too few, too many, just right: Creating the necessary number of segments for large online customer populations - Team Acua<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/acua.qcri.org\/blog\/too-few-too-many-just-right-creating-the-necessary-number-of-segments-for-large-online-customer-populations\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Too few, too many, just right: Creating the necessary number of segments for large online customer populations - Team Acua\" \/>\n<meta property=\"og:description\" content=\"We develop a framework to reduce the number of customer segments to the smallest quantity without losing essential information of the underlying population in the electronic marketplace. We evaluate our approach in a case study using more than 21 million online flight bookings of a major airline company resulting in a 57.5% decrease from 1194&hellip; Continue reading Too few, too many, just right: Creating the necessary number of segments for large online customer populations\" \/>\n<meta property=\"og:url\" content=\"https:\/\/acua.qcri.org\/blog\/too-few-too-many-just-right-creating-the-necessary-number-of-segments-for-large-online-customer-populations\/\" \/>\n<meta property=\"og:site_name\" content=\"Team Acua\" \/>\n<meta property=\"article:published_time\" content=\"2021-08-16T01:35:03+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/quecst.qcri.org\/blog\/wp-content\/uploads\/2021\/08\/customer_segments-300x238.png\" \/>\n<meta name=\"author\" content=\"Jim Jansen\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Jim Jansen\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"1 minute\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/acua.qcri.org\/blog\/too-few-too-many-just-right-creating-the-necessary-number-of-segments-for-large-online-customer-populations\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/acua.qcri.org\/blog\/too-few-too-many-just-right-creating-the-necessary-number-of-segments-for-large-online-customer-populations\/\"},\"author\":{\"name\":\"Jim Jansen\",\"@id\":\"https:\/\/acua.qcri.org\/blog\/#\/schema\/person\/e3bb7a0b58349e548e8940716694c215\"},\"headline\":\"Too few, too many, just right: Creating the necessary number of segments for large online customer populations\",\"datePublished\":\"2021-08-16T01:35:03+00:00\",\"dateModified\":\"2021-08-16T01:35:03+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/acua.qcri.org\/blog\/too-few-too-many-just-right-creating-the-necessary-number-of-segments-for-large-online-customer-populations\/\"},\"wordCount\":146,\"publisher\":{\"@id\":\"https:\/\/acua.qcri.org\/blog\/#organization\"},\"keywords\":[\"customer segmentation\",\"customer segments\",\"segmentation technique\"],\"articleSection\":[\"Persona Analytics\"],\"inLanguage\":\"en-US\"},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/acua.qcri.org\/blog\/too-few-too-many-just-right-creating-the-necessary-number-of-segments-for-large-online-customer-populations\/\",\"url\":\"https:\/\/acua.qcri.org\/blog\/too-few-too-many-just-right-creating-the-necessary-number-of-segments-for-large-online-customer-populations\/\",\"name\":\"Too few, too many, just right: Creating the necessary number of segments for large online customer populations - 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