The recipes in this chapter are about searching the customer base with a view to targeting customers for promotions and predicting outcomes.
The concept described in Recipe 1 appears in many different guises. The applications differ, and the similarities to Recipe 1 are not always easily recognised. In Sections 8.2–8.9, we give typical examples where the variations might arise. In these variations, the methodology in Recipe 1 can be followed up until the implementation. In the following sections, we give typical examples for each application and the special considerations required for the implementation.