Journal of Digital Contents Society (디지털콘텐츠학회 논문지)

Digital Contents Society (한국디지털콘텐츠학회)
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A Study on Application of Machine Learning Algorithms to Visitor Marketing in Sports Stadium

기계학습 알고리즘을 사용한 스포츠 경기장 방문객 마케팅 적용 방안

  • Park, So-Hyun (Department of IT Engineering, Sookmyung Women's University) ;
  • Ihm, Sun-Young (Department of Big Data Research Center, Sookmyung Women's University) ;
  • Park, Young-Ho (Department of IT Engineering, Sookmyung Women's University)
  • 박소현 (숙명여자대학교 공과대학 IT공학과) ;
  • 임선영 (숙명여자대학교 빅데이터활용 연구센터) ;
  • 박영호 (숙명여자대학교 공과대학 IT공학과)
  • Received : 2017.12.20
  • Accepted : 2018.01.29
  • Published : 2018.01.31
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Abstract

In this study, we analyze the big data of visitors who are looking for a sports stadium in marketing field and conduct research to provide customized marketing service to consumers. For this purpose, we intend to derive a similar visitor group by using the K-means clustering method. Also, we will use the K-nearest neighbors method to predict the store of interest for new visitors. As a result of the experiment, it was possible to provide a marketing service suitable for each group attribute by deriving a group of similar visitors through the above two algorithms, and it was possible to recommend products and events for new visitors.

본 연구에서는 마케팅 분야 중 스포츠 경기장을 찾는 관람객의 빅 데이터를 분석하여 소비자에게 맞춤형 마케팅 서비스를 제공하는 연구를 진행한다. 이를 위해 본 연구에서는 K-평균 군집화 방법을 사용하여 유사 관람객 그룹을 도출하고자 하며, K-근접 이웃 방법을 사용하여 새로운 방문객의 관심 매장을 예측하고자 한다. 실험 결과를 통해 상기 두 가지 알고리즘을 사용하는 것은 유사 관람객 그룹을 도출하며 신규 관람객 입장 시 신규 관람객의 특성에 맞는 적합한 마케팅 서비스를 제공 할 수 있게 하였다.

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