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Customer Segmentation and Clustering Using SAS Enterprise Miner, Second Edition, 2nd Edition by Randy S. Collica

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2.2 Specialized Promotions or Communications by Segment Groups

If one-to-one marketing is not possible due to high cost or ability to customize for many different individuals, then perhaps a one-to-segment group might be possible. If you know that customers in a particular group or segment have the right characteristics or affinity for a certain product or service, then you would naturally offer those customers the product or service that fits their needs the most. The basic idea behind a segment-based promotion or communication is that the customers in that segment have something in common and that something is what you want to exploit for the purpose of marketing directly to them. The key to this kind of marketing program is to know and understand ...

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