Image clustering for marketing purposes

Abstract

Clustering algorithms are standard tools for marketing purposes. For example, in market segmentation, they are applied to derive homogeneous customer groups. However, recently, the available resources for this purpose have extended. So, e.g., in social networks potential customers provide images - and other information as e.g. profiles, contact lists, music or videos - which reflect their activities, interests, and opinions. Also, consumers are getting more and more accustomed to select or upload personal images during an online dialogue. In this paper we discuss, how the application of clustering algorithms to such uploaded image collections can be used for deriving market segments. Software prototypes are discussed and applied. © 2012 Springer-Verlag Berlin Heidelberg.