This segmentation is often referred to as behavioral segmentation as the demographics are derived from purchase transaction history and other general demographics. Attitudinal segmentation is one in which the characteristics are the desires or preferences that the customer has indicated through surveys, responses to marketing programs or offers, or information gathered through e-mail or call center representatives.
- 2.2 - Specialized Promotions or Communications by Segment Groups
- from Customer Segmentation and Clustering Using SAS Enterprise Miner, Second Edition, 2nd Edition
- Publisher: SAS Institute
- Released: November 2011
Behavioral and attitudinal segmentation
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