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Using Information to Develop a Culture of Customer Centricity by Abie Reifer, David Loshin

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Chapter 8

Customer Profiling

Having considered the requirements for data organization, the book follows up in Chapter 8, “Customer Profiling” to explore the algorithms and processes for capturing data about customers, analyzing that data to create information about customer behaviors, likes/dislikes, and other characteristics, and presenting that information to decision-makers in various customer-facing processes to promote profitable actions. The various customer characteristic values are combined and used to segment groups within the customer population in different ways related to expected customer behaviors. The chapter looks at profiling characteristics across the demographic, psychographic, and behavioral dimensions and how those are used ...

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