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

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

2.3.1 Example 2.1: The Data Assay Project

2.3.2 Example 2.2: Customer Profiling of the BUYTEST Data Set

2.3.3 Additional Exercise

2.4 References

2.1 Mass Customization Instead of Mass Marketing

Why try and segment customers and attempt to treat various groups of customers differently than other groups? Why not treat all customers the same? In the 1970s and even into the early 1990s, marketers did much mass marketing. I can ...