2 . Literature Reviewe 2 . 1 Customer Lifetime Value Customer Lifetime Value models

Electronic commerce contains a lot of applications. Product recommendation is one of useful application of electronic commerce. Recommending right products to right customers enhances the customer’s utility and firm profitability. Different customer types have different interests, so firms should firstly segment customers in to groups and recommend right product to them. The main purpose of this paper is to clustering customers based on Customer lifetime Value and then recommending product to different groups of customers with association rule mining technique. We use one electronic retailing in our study. Keywords-component; product recommendation; Customer Lifetime Value; electronic commerce;data mining; customer loyalty

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