A Hybrid Numerical–Semantic Clustering Algorithm Based on Scalarized Optimization

This paper addresses the challenge of segmenting consumer behavior in contexts characterized by both numerical regularities and semantic variability. Traditional models, such as RFM-based segmentation, capture the transactional dimension but neglect the implicit meanings expressed through product descriptions, reviews, and linguistic diversity. To overcome this gap, we propose a hybrid clustering algorithm that integrates numerical and semantic distances within a unified scalar framework. The central element is a scalar objective function that combines Euclidean distance in the RFM space with cosine dissimilarity in the semantic embedding space. A continuous parameter λ regulates the relative influence of each component, allowing the model to adapt granularity and balance interpretability across heterogeneous data. Optimization is performed through a dual strategy: gradient descent ensures convergence in the numerical subspace, while genetic operators enable a broader exploration of semantic structures. This combination supports both computational stability and semantic coherence. The method is validated on a large-scale multilingual dataset of transactional records, covering five culturally distinct markets. Results indicate systematic improvements over classical approaches, with higher Silhouette scores, lower Davies–Bouldin values, and stronger intra-cluster semantic consistency. Beyond numerical performance, the proposed framework produces intelligible and culturally adaptable clusters, confirming its relevance for personalized decision-making. The contribution lies in advancing a scalarized formulation and hybrid optimization strategy with wide applicability in scenarios where numerical and textual signals must be analyzed jointly.