Traditionally customer databases, have been analyzed with the intent to.Define customer segments. A variety of muUivariate statistical methods such as.Cluster and discriminant analysis have been used to group together customers.With similar behavioral paiterns and descriptive data which are then used to.Develop different product offerings or direct marketing campaigns. * * Direa marketers.Have used such techniques for many years. Their goals are to target the.Most profitable prospects for catalogue mailings and to tailor the catalogues to.Different groups.
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