Contents
Foreword to the Second Edition
1.1 What Is Segmentation in the Context of CRM?
1.2 Types of Segmentation and Methods
1.2.2 Customer Likeness Clustering
1.2.3 RFM Cell Classification Grouping
1.2.4 Purchase Affinity Clustering
1.3 Typical Uses of Segmentation in Industry
1.4 Segmentation as a CRM Tool
Chapter 2 Why Segment? The Motivation for Segment-Based Descriptive Models
2.1 Mass Customization Instead of Mass Marketing
2.2 Specialized Promotions or Communications by Segment Groups
2.3 Profiling of Customers and Prospects
Get Customer Segmentation and Clustering Using SAS Enterprise Miner, Second Edition, 2nd Edition now with the O’Reilly learning platform.
O’Reilly members experience books, live events, courses curated by job role, and more from O’Reilly and nearly 200 top publishers.