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

Segmentation of Several Attributes with Clustering

 

5.1 Motivation for Clustering of Customer Attributes: Beginning CRM

5.2 How Can I Better Understand My Customer Base of Over 100,000?

5.3 Using a Decision Tree to Create Cluster Segments

5.4 References

5.5 Additional Reading

5.1 Motivation for Clustering of Customer Attributes: Beginning CRM

As we begin to look at the motivation of using clustering techniques for CRM, we’ve seen in Chapter 4, “Segmentation Using a Cell-Based Approach,” that one method of segmentation can be done using a Self-Organizing Map (SOM) Neural Network to accomplish a type of clustering. In this chapter we will ...