Customer segmentation and clustering using sas enterprise miner pdf

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The benefits of segmentation: Evidence from a South African bank and other studies

Theory and concepts of segmentation. No marketing or customer contact strategy can be effective without segmentation. While the concept of segmentation is deceptively simple, in practice it is extremely difficult to execute. Emphasizing practical skills as well as providing theoretical knowledge, this hands-on, comprehensive course covers segmentation analysis in the context of business data mining. This course focuses more on practical business solutions rather than statistical rigor.
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SAS Enterprise Miner: Decision Tree and Clustering

Customer Segmentation Using SAS Enterprise Miner

Many small online retailers and new entrants to the online retail sector are keen to practice data mining and consumer-centric marketing in their businesses yet technically lack the necessary knowledge and expertise to do so. In this article a case study of using data mining techniques in customer-centric business intelligence for an online retailer is presented. The main purpose of this analysis is to help the business better understand its customers and therefore conduct customer-centric marketing more effectively. On the basis of the Recency, Frequency, and Monetary model, customers of the business have been segmented into various meaningful groups using the k-means clustering algorithm and decision tree induction, and the main characteristics of the consumers in each segment have been clearly identified. Accordingly a set of recommendations is further provided to the business on consumer-centric marketing. Data mining for the online retail industry: A case study of RFM model-based customer segmentation using data mining Journal article Chen, D

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The benefits of segmentation: Evidence from a South African bank and other studies. Douw G. Breed; Tanja Verster. We applied different modelling techniques to six data sets from different disciplines in the industry, on which predictive models can be developed, to demonstrate the benefit of segmentation in linear predictive modelling. We compared the model performance achieved on the data sets to the performance of popular non-linear modelling techniques, by first segmenting the data using unsupervised, semi-supervised, as well as supervised methods and then fitting a linear modelling technique. A total of eight modelling techniques was compared. We show that there is no one single modelling technique that always outperforms on the data sets.


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