Customer Segmentation and Clustering Using SAS Enterprise Miner, Second Edition, 2nd Edition

Introduction

 

1.1 What Is Segmentation in the Context of CRM?

1.2 Types of Segmentation and Methods

1.2.1 Customer Profiling

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

1.5 References

1.1 What Is Segmentation in the Context of CRM?

Segmentation is in essence the process by which items or subjects are categorized or classified into groups that share similar characteristics. That characteristic could be one or more attributes. Segmentation also can be defined as subdividing the population according to ...