Chapter 26

Case Study 2—Deriving Customer Segmentation Measures from Transactional Data


26.1 The Business Questions

26.2 The Data

26.3 The Programs

26.4 The Results and Their Usage


26.1  The Business Questions


In this case study we will examine point-of-sales data from a “ do-it-yourself” retail shop. We have a transaction history of sales with one row for each sale item. Additionally, we assume that each customer has a purchasing card so that we can match each purchase to a customer in order to analyze repeating sales events. These data are usually stored in a star schema (see Chapter 6 – Data Models) and are the basis for reporting tasks, either in relational or multidimensional form.

We will show how we can use the transactional ...

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