Chapter 7. Keeping Customers Loyal—Disco S.A.

The data mining processes allow us to create more business value through the adoption of several actions—such as tailoring communications to each profile or undertaking specific promotions for interest groups—on the grounds of the new business knowledge we are obtaining.

Horacio Diaz

Providing its patrons with quality customer service has always been the key to success for Disco S.A, the leading supermarket chain in Argentina. To realize this corporate goal, Disco's BI initiatives continue to produce valuable insights into customer relationships, such as how promotional campaigns affect the purchasing behavior of customers and what characteristics describe the most loyal customers. Armed with these ...

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