Abstract
Recently, intensive applications of data-driven methods
emerged in marketing decision-making and customer behavior
analysis. Although conventional approaches produced
Association Rules (ARs) from transaction trends, these rules
were frequently overlooked since they were extracted
statically and isolated from lifecycle management systems.
Therefore, this study integrated the association rule extraction
technique with a knowledge management framework to
enhance rule quality and ensure long-term utility. The
proposed approach segmented customers based on purchasing
behavior using recency, frequency, and monetary (RFM)
parameters. Following the extraction of these behavioral
features, the K-Means algorithm clustered customers into
distinct segments, including high-volume, new, and moderate
purchasers. To enhance decision-making accuracy and
eliminate irrelevant patterns concealed within transactions,
machine learning models, specifically XGBoost and Isolation
Forest, were deployed to filter out redundant rules. This
integration of knowledge management enabled continuous
system learning and optimization. Ultimately, the outcomes
demonstrated a substantial positive impact on marketing
decision support, delivering higher-quality, actionable insights
for strategic planning
emerged in marketing decision-making and customer behavior
analysis. Although conventional approaches produced
Association Rules (ARs) from transaction trends, these rules
were frequently overlooked since they were extracted
statically and isolated from lifecycle management systems.
Therefore, this study integrated the association rule extraction
technique with a knowledge management framework to
enhance rule quality and ensure long-term utility. The
proposed approach segmented customers based on purchasing
behavior using recency, frequency, and monetary (RFM)
parameters. Following the extraction of these behavioral
features, the K-Means algorithm clustered customers into
distinct segments, including high-volume, new, and moderate
purchasers. To enhance decision-making accuracy and
eliminate irrelevant patterns concealed within transactions,
machine learning models, specifically XGBoost and Isolation
Forest, were deployed to filter out redundant rules. This
integration of knowledge management enabled continuous
system learning and optimization. Ultimately, the outcomes
demonstrated a substantial positive impact on marketing
decision support, delivering higher-quality, actionable insights
for strategic planning
Keywords
Association Rule Mining
Data-Driven Marketing
Knowledge Management
Marketing Decision Support
Pattern Discovery