Having both attitudinal and behavioral data might allow you to create models of the attitudinal data with the customer demographics and behavioral patterns and to project those attitudes onto the remaining set of customers where no attitudinal data exists or perhaps on a prospect database.
- 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
Use of attitudinal data
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