Good segmentation contributes towards a better understanding of the market and customer demands. This study aims to develop a new methodological approach, integrating "Recency, Frequency and Monetary" with the sparse K-means clustering algorithm of Witten and Tibshirani (2010). The proposed...

Live-streaming advertising in e-commerce is soaring. Both Amazon and Alibaba have employedthis novel marketing model to engage consumers by sequentially exhibiting differentproducts through live-streaming videos. In this paper we adopt a mechanism design frameworkto model live-streaming...