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Segmentation
Katarna Frhwaldov
Customer Intelligence
Data for modeling process
Profile & Segment Customers
Tools
Demo
Customer Intelligence
Data for modeling process
Profile & Segment Customers
Tools
Demo
Customer Intelligence
Marketing Analytics
MARKETING
MARKET
RESEARCH
MARKETING
ANALYTICS
RESEARCH
Marketing
Database
KNOWLEDGE
DATA
Operational
CRM
Better Cross-/
Up-Selling
Recovery of
potentially
valuable customer
relationships
More efficient
acquisition of new
customers
Profit
Faster termination of
potentially less
valuable customer
relationships
Acquisition
Intensification
Retention
time
Termination/Recovery
7
Cross-sell
Probability
Segmentation
Product
Association
Expected Value
of Response
Channel
Preference
Up-sell
Probability
Churn
Probability
Activation
Probability
8
Simple Data
Customers
Households
Products
Transactions
Relationship Managers
Scores
Events
Surveys/Questionnaires
Demographics
Profitability Measures
Segments
10
Balances
Complaints
Risk profile
Channel usage number (ATM, online, branch) per given time period.
Household relations
Contact History
Competitive information
11
Customer Demographics
Relationship with the insurance company (tenure etc)
Product Portfolio (number and types of products
prepaid/postpaid)
Messages Information
Airtime Information
Payment Information
Contact History
Competitive Information
13
Terminology
15
Clustering Example
Partition data into groups with similar characteristics.
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Segmentation Process
19
Segmentation Objectives
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10
21
Number of Segments
22
11
Segment Profiling
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12
Segment Scoring
25
Segmentation Reports
26
13
Segment Strategies
Define Segment Strategy and Action Plans for each Segment
WHO?
WHAT?
WHY?
HOW MUCH?
WHEN?
HOW?
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SEMMA Metodolgia
SAMPLE vzorky dt, vytvorenm jednej alebo
viacerch tabuliek
Append
Data Partition
Filter
Input Data
Merge
Sample
Time Series
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17
SEMMA Metodolgia
EXPLORE preskmanie dt, hadanie
vzahov, vzorov, neoakvanch trendov...
Association
Cluster
DMDB
Graph Explore
Market Basket
MultiPlot
Path Analysis
SOM/Kohonen
StatExplore
Text Miner (optional)
Variable Clustering
Variable Selection
35
SEMMA Metodolgia
MODIFY prava dajov vytvranm novch
premennch, transformovanm, nahrdzanm
hodnt, rekdovanm...
Drop
Impute
Interactive Binning
Principal Components
Replacement
Rules Builder
Transform Variables
36
18
SEMMA Metodolgia
AutoNeural
Decision Tree
Dmine Regression
DMNeural
Ensemble
Gradient Boosting
MBR
Model Import
Neural Network
Partial Least Squares
Regression
Rule Induction
SVM
TwoStage
37
SEMMA Metodolgia
ASSESS vber najlepieho modelu, aplikcia
modelu na nov dta
Cutoff
Decisions
Model Comparison
Segment Profile
Score
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