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Systematic reviews or meta-analyses

Artificial intelligence in potential customer segmentation: machine learning approach

Eduardo Rafael Jauregui Romero ,
Eduardo Rafael Jauregui Romero

Universidad Nacional Mayor de San Marcos, Ingeniería de Software. Lima, Perú

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Javier Alca Gomez ,
Javier Alca Gomez

Universidad Privada de Tacna, Ingeniería de Sistemas. Tacna, Perú

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Manuel Eduardo Vilca Tantapoma ,
Manuel Eduardo Vilca Tantapoma

Universidad Nacional de Trujillo, Escuela Profesional de Administración. Trujillo, Perú

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Orlando Tito Llanos Gonzales ,
Orlando Tito Llanos Gonzales

Universidad Andina Néstor Caceres Velasquez, Ingeniería de Sistemas. Juliaca, Perú

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Integrating artificial intelligence (AI) into sales processes at a business level, specifically, in the segmentation of potential customers, is currently a very important issue for the promotion of your products and services. The present study focused on the analysis of the effectiveness of the machine learning approach used in mass consumption companies for the segmentation of potential customers. To achieve this objective, a systematic review of the literature will be carried out with a qualitative approach and supported by the PRISMA methodology. The results achieved in the review carried out showed that machine learning algorithms present better results compared to other approaches; Furthermore, regarding customer segmentation, this can be done through grouping, which is one of the most recognized machine learning techniques. It is concluded that it is necessary to expand the methods provided by this approach, using them to extract knowledge from unstructured, monitoring, and network data to achieve descriptive, causal, and prescriptive analyses; In addition, to outline the journey that customers take when purchasing and deploy decision support capabilities. All these benefits, at a business level, are provided by machine learning, reason enough for the proposed marketing strategies to be based on the information it offers.

How to Cite

Jauregui Romero ER, Alca Gomez J, Vilca Tantapoma ME, Llanos Gonzales OT. Artificial intelligence in potential customer segmentation: machine learning approach. Data and Metadata [Internet]. 2024 Jun. 24 [cited 2024 Jul. 15];3:305. Available from:

The article is distributed under the Creative Commons Attribution 4.0 License. Unless otherwise stated, associated published material is distributed under the same licence.

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