Better Customer Segmentation

Louis-Philippe Kerkhove

Chapter 8 in Data-driven Retailing, 2022, pp 195-221 from Springer

Abstract: Abstract Despite being one of the first data use cases quoted in a retail context, customer segmentation is often done badly. This chapter discusses an approach that creates customer segments that are behaviorally different, and show different customer value potential. The resulting segments are easier to translate into specific value-increasing actions.

Date: 2022
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Persistent link: https://EconPapers.repec.org/RePEc:spr:mgmchp:978-3-031-12962-9_8

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DOI: 10.1007/978-3-031-12962-9_8

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