@article{Aslan_Tolon_2021, title={Comparing Customer Segmentation With CLV Using Data Mining and Statistics: A Case Study}, volume={10}, url={https://isarder.org/index.php/isarder/article/view/712}, abstractNote={<p>Customer segmentation is an essential activity for marketing executives. To penetrate to target market, they should analyze their clients very well. Undoubtfully customer lifetime value (CLV) is a compact calculation method to understand customer behaviors and their values. Various models are presented for CLV interpretation in literature. Two of them are statistical hypothesis tests and k-means. This case study provides the comparison these methods for a B2B IT company. The methodology can easily be used for similar purposes in other organizations. The successful clusters are obtained by k-means application.</p>}, number={4}, journal={İşletme Araştırmaları Dergisi}, author={Aslan, Damla and Tolon, Metehan}, year={2021}, month={Haz.}, pages={887–900} }