Nowadays, wearable sports performance tracking devices are gaining tremendous popularity due to intense advertising and innovative health benefits they are supposed to provide. Fashion and the opportunity to show off your results on social media are also important. On the other hand, the data recorded and shared by these devices may serve as an exciting source of customer insight for sports apparel and equipment marketers. In this study, the author proposes incorporating the data on customers’ physical activity into traditional recommendation systems. The focus was on recommendations for people who actively jog or run. The data for the recommendation system in the discussed case should characterize the specificity of the activity and be semantically related to products recommended to a specific group of people. Therefore, the analysis relies on the user activity profile and parameters of the products. The study presented in this paper introduces an analysis of an experimental dataset acquired from 210 active joggers and runners who use different sport-tracking applications. The study participants are potential customers for sports apparel and specialized types of running shoes. The groups of users were identified according to the most meaningful parameters of their workouts. Clustering and different classification models were tested with Orange software, and basic rules of division were defined. The study shows that quite an accurate user segmentation is possible and indicates its further improvement. Combining different knowledge models describing customer behavior and characteristics from various perspectives may lead to acquiring valuable and unique marketing knowledge.
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