Please use this identifier to cite or link to this item:
https://essuir.sumdu.edu.ua/handle/123456789/85467
Or use following links to share this resource in social networks:
Tweet
Recommend this item
Title | Segmentation as a base for digital marketing strategies in blood service: A cluster analysis for classifying healthy regional subjects |
Authors |
Khomenko, Liliia Mykolaivna
![]() Saher, Liudmyla Yuriivna ![]() Letunovska, Nataliia Yevhenivna ![]() Ясниковський, А. |
ORCID |
http://orcid.org/0000-0001-5690-1105 http://orcid.org/0000-0002-5628-5477 http://orcid.org/0000-0001-8207-9178 |
Keywords |
сегментація сегментация segmantation кластерний аналіз кластерный анализ cluster analysis цифровий маркетинг цифровой маркетинг digital marketing служба крові служба крови blood service |
Type | Conference Papers |
Date of Issue | 2021 |
URI | https://essuir.sumdu.edu.ua/handle/123456789/85467 |
Publisher | E3S Web of Conferences |
License | Copyright not evaluated |
Citation | Khomenko L. M., Saher L. Y., Letunovska N. Y., Jasnikowski A. Segmentation as a base for digital marketing strategies in blood service: A cluster analysis for classifying healthy regional subjects // Digitalisation and Sustainability for Development Management: Economic, Social, and Ecological Aspects : International Interdisciplinary Scientific Conference. 2021. Т, 307. 03001. |
Abstract |
The work aims to analyse the youth by lifestyle and divide it into
segments for more effective interaction in advertising campaigns. The object
of the study is young people aged from 18 to 35 living in Sumy, Ukraine. It
was performed a cluster analysis using the k-means method in the program
Statistica 10 to divide into segments. There were selected 5 clusters. The
main parameter for segment division is the age and previous experience of
donation or its absence. There are also important: types of family, existence
of children, the type of employment, the number of far trips for rest.
Demographics is important first and, to a lesser extent, lifestyle. For two
clusters it is recommended to use the recruitment strategy; for others -
retention strategy with aspects considered in this work. The clusters of
respondents identified by the authors also provide an opportunity to divide
the residents of the study region in relation to the health problems of the
location of their residence in relation to life and activities. |
Appears in Collections: |
Наукові видання (ННІ БіЕМ) |
Views
![Australia](/flags/au.gif)
1721973831
![Brazil](/flags/br.gif)
4700907
![Canada](/flags/ca.gif)
1701103622
![China](/flags/cn.gif)
1
![Colombia](/flags/co.gif)
1
![Costa Rica](/flags/cr.gif)
1
![Czechia](/flags/cz.gif)
1721973833
![Egypt](/flags/eg.gif)
1024398178
![Estonia](/flags/ee.gif)
1
![France](/flags/fr.gif)
215248
![Germany](/flags/de.gif)
774906484
![Greece](/flags/gr.gif)
1
![Hong Kong SAR China](/flags/hk.gif)
755103139
![India](/flags/in.gif)
2021516251
![Indonesia](/flags/id.gif)
548888881
![Iran](/flags/ir.gif)
574262568
![Iraq](/flags/iq.gif)
1
![Ireland](/flags/ie.gif)
1334426352
![Italy](/flags/it.gif)
2021516244
![Kenya](/flags/ke.gif)
1
![Kyrgyzstan](/flags/kg.gif)
1
![Lithuania](/flags/lt.gif)
574262569
![Malaysia](/flags/my.gif)
96047700
![Mexico](/flags/mx.gif)
96047709
![Morocco](/flags/ma.gif)
1701103627
![Netherlands](/flags/nl.gif)
337591
![Oman](/flags/om.gif)
71929
![Pakistan](/flags/pk.gif)
2021516250
![Peru](/flags/pe.gif)
574262573
![Philippines](/flags/ph.gif)
585447380
![Poland](/flags/pl.gif)
1
![Portugal](/flags/pt.gif)
303203214
![Romania](/flags/ro.gif)
1
![Russia](/flags/ru.gif)
1
![Saudi Arabia](/flags/sa.gif)
1
![Serbia](/flags/rs.gif)
574262565
![Singapore](/flags/sg.gif)
851624491
![South Africa](/flags/za.gif)
1
![South Korea](/flags/kr.gif)
1
![Spain](/flags/es.gif)
96047710
![Switzerland](/flags/ch.gif)
1
![Taiwan](/flags/tw.gif)
1
![Thailand](/flags/th.gif)
2045070205
![Turkey](/flags/tr.gif)
755103143
![Ukraine](/flags/ua.gif)
1782916402
![United Arab Emirates](/flags/ae.gif)
1
![United Kingdom](/flags/gb.gif)
377656419
![United States](/flags/us.gif)
1596648371
![Unknown Country](/flags/--.gif)
1550495136
![Vietnam](/flags/vn.gif)
574262578
![Zimbabwe](/flags/zw.gif)
2045070204
Downloads
![Australia](/flags/au.gif)
1
![Belgium](/flags/be.gif)
1
![Brazil](/flags/br.gif)
1277766
![Canada](/flags/ca.gif)
1
![China](/flags/cn.gif)
85019
![France](/flags/fr.gif)
851624494
![Germany](/flags/de.gif)
2021516240
![Ghana](/flags/gh.gif)
1
![Greece](/flags/gr.gif)
1
![Hong Kong SAR China](/flags/hk.gif)
1
![India](/flags/in.gif)
2021516252
![Indonesia](/flags/id.gif)
548888883
![Iran](/flags/ir.gif)
1721973830
![Ireland](/flags/ie.gif)
1
![Israel](/flags/il.gif)
1
![Italy](/flags/it.gif)
1
![Kyrgyzstan](/flags/kg.gif)
1
![Lithuania](/flags/lt.gif)
2021516249
![Malaysia](/flags/my.gif)
96047701
![Netherlands](/flags/nl.gif)
1
![Pakistan](/flags/pk.gif)
574262572
![Peru](/flags/pe.gif)
1
![Portugal](/flags/pt.gif)
1
![Russia](/flags/ru.gif)
1
![Serbia](/flags/rs.gif)
1
![Singapore](/flags/sg.gif)
96047711
![South Africa](/flags/za.gif)
1
![South Korea](/flags/kr.gif)
1024398173
![Spain](/flags/es.gif)
1
![Switzerland](/flags/ch.gif)
1
![Turkey](/flags/tr.gif)
7130
![Uganda](/flags/ug.gif)
1
![Ukraine](/flags/ua.gif)
1782916401
![United Kingdom](/flags/gb.gif)
96047704
![United States](/flags/us.gif)
851624490
![Unknown Country](/flags/--.gif)
585447382
![Vietnam](/flags/vn.gif)
1
Files
File | Size | Format | Downloads |
---|---|---|---|
Khomenko_segmantation.pdf | 169,27 kB | Adobe PDF | 1410296129 |
Items in DSpace are protected by copyright, with all rights reserved, unless otherwise indicated.