Custom clusters: finding your true customer segments. (includes related article): An article from: Bank Marketing

This digital document is an article from Bank Marketing, published by Bank Marketing Assn. on July 1, 1994. The length of the article is 1806 words. The page length shown above is based on a typical 300-word page. The article is delivered in HTML format and is available in your Amazon.com Digital Locker immediately after purchase. You can view it with any web browser.

From the supplier: Custom clustering is a technique used by banks to gain insights from their voluminous customer data. By enabling banks to understand the information they gathered about their customers, this process becomes a tool for determining and developing appropriate marketing programs. Banks that learn to cluster their customers gain the ability to identify a meaningful grouping system that is based on the actual behavior of their customers. Moreover, they become more able to downsize immense bulks of data into precise and practicable levels, utilize statistical methods to create significantly different groupings and develop distinct cluster code to each customer that can be used in targeting efforts. Custom clustering also helps banks to measure the growth and migration of customers. Custom clusters can be used in such endeavors as specialty marketing programs for loyal customers, customer acquisition efforts, direct mailing and advertising programs.

Citation Details
Title: Custom clusters: finding your true customer segments. (includes related article)
Author: Susan Pechman
Publication:Bank Marketing (Magazine/Journal)
Date: July 1, 1994
Publisher: Bank Marketing Assn.
Volume: v26 Issue: n7 Page: p33(5)

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