Machine-Learning Models for Customer-Behavior Analytics: A Review

Haixiang Sun

doi:10.47297/taposatWSP2633-456905.20250606

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Machine-Learning Models for Customer-Behavior Analytics: A Review

Volume 6, Issue 6

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Machine-Learning Models for Customer-Behavior Analytics: A Review
Machine-Learning Models for Customer-Behavior Analytics: A Review
School of AI and Advanced Computing, XJTLU Entrepreneur College (Taicang), Xian Jiaotong-Liverpool University, Suzhou Jiangsu, 215400, China
Vol. 6, Issue 6, Pages: 24-29(2025)
Published：30 June 2025
DOI：10.47297/taposatWSP2633-456905.20250606
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Sun Haixiang.Machine-Learning Models for Customer-Behavior Analytics: A Review[J].Theory and Practice of Science and Technology,2025,06(06):24-29.
DOI：

Sun Haixiang.Machine-Learning Models for Customer-Behavior Analytics: A Review[J].Theory and Practice of Science and Technology,2025,06(06):24-29. DOI： 10.47297/taposatWSP2633-456905.20250606.

摘要

Abstract

Customer-behavior analytics has rapidly evolved with the advent of machine learning

enabling businesses to predict and influence customer actions. This review surveys recent machine-learning models applied in customer-behavior analytics

including predictive models for churn

lifetime value

and purchase behavior

as well as clustering techniques for customer segmentation. We compare the performance of different approaches (from simple classifiers to deep learning and ensemble methods) and discuss their relative strengths and weaknesses. A key theme is the trade-off between model complexity and interpretability: while advanced models can improve accuracy

their opaque nature raises concerns addressed by explainable AI. We also identify practical challenges in deploying these models

such as data quality

class imbalance

and evolving consumer trends. Finally

we outline future research directions

highlighting the need for hybrid modeling techniques and improved interpretability to build more trustworthy and effective customer analytics systems.

关键词

Keywords

references

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H. H. Chang and A. Mukherjee, Machine learning and consumer data [J ] .arXiv preprint arXiv: 2306.14118 , 2023.

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Z. Chen, The investigation of machine learning approaches for customer segmentation, in Proceedings of the 1st international conference on e-commerce and artificial intelligence (ECAI 2024). [J ] .South Bridge, Edinburgh, U.K.: Science; Technology Publications, 2024, pp. 71 – 76 .

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B. A. Maulana and N. Hidayati, Churn prediction in credit customers using random forest and XGBoost methods [J ] .Indonesian Journal of Data and Science, vol. 6 , no. 1 , pp. 81 – 89 , 2025 .

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