Portal de Periódicos da CAPES

A Lead Scoring System and it's Interpretation of Online Purchasing Customers by XAI

2023; Volume: 143; Issue: 12 Linguagem: Inglês

10.1541/ieejeiss.143.1203

1348-8155

Fumiaki Saıtoh,

Data Mining Algorithms and Applications

In recent years, digital marketing in the retail industry is merging “online”, which is sales through the Internet such as EC sites, and “offline”, which is direct sales through physical stores. On the other hand, the use of e-commerce sites is not yet sufficiently developed in the market of retail stores such as home electronics mass retailers, and there is room for expanding user range. The purpose of this study is to extract potential online customers from customers who have never purchased from an e-commerce site and to implement efficient customer targeting. The paper provides a method for extracting knowledge about offline customers who have similar characteristics to online customers by applying explainable AI (XAI) method for XGBoost trained on customer data. In this study, by applying the proposed method to Oricon customer satisfaction survey data, we detected the difference between potential customers and non-potential customers, and confirmed the effectiveness of the proposed behavior.