Model-Based Co-Clustering in Customer Targeting Utilizing Large-Scale Online Product Rating Networks

Qian Chen, Amal Agarwal, Duncan K. H. Fong, Wayne S. DeSarbo and Lingzhou Xue

Journal of Business & Economic Statistics, 2025, vol. 43, issue 3, 495-507

Abstract: Given the widely available online customer ratings on products, the individual-level rating prediction and clustering of customers and products are increasingly important for sellers to create targeting strategies for expanding the customer base and improving product ratings. However, the massive missing data problem is a significant challenge for modeling online product ratings. To address this issue, we propose a new co-clustering methodology based on a bipartite network modeling of large-scale ordinal product ratings. Our method extends existing co-clustering methods by incorporating covariates and ordinal ratings in the model-based co-clustering of a weighted bipartite network. We devise an efficient variational EM algorithm for model estimation. A simulation study demonstrates that our methodology is scalable for modeling large datasets and provides accurate estimation and clustering results. We further show that our model can successfully identify different groups of customers and products with meaningful interpretations and achieve promising predictive performance in a real application for customer targeting.

Date: 2025
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DOI: 10.1080/07350015.2024.2395423

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