Customer Segmentation with PSO in Telecommunication Sector

Under the competitive market economy conditions, the most important source of the development of businesses is the customers. Understanding the preferences, shopping attitudes and price sensitivities of different customer groups is very important in terms of the direction of marketing activities. In this case, customer segmentation is used to select the appropriate customer groups in the target market. In this study, customer segmentation was applied to one of the Turkey's top 100 telecommunication companies. The company involved in the study collects a lot of data on customer behaviors such as call details, billing information, customer demographics, etc. in the data warehouse. The size of this data is so large that manual analysis is not possible. However, these data contain valuable information that can be applied for operational and strategic purposes. Advanced data mining techniques are required to obtain meaningful information from these data. In this study, customer segments were identified with PSO-based clustering technique and DB fitness function