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Understanding Customers - Profiling And Segmentation

Author

Listed:
  • Mircea Andrei SCRIDON

    (Babes-Bolyai University, Cluj-Napoca, Romania)

Abstract

In any industry, the first step to finding and creating profitable customers is determining what drives profitability. This leads to better prospecting and more successful customer relationship management. Any company can segment and profile their customer base to uncover those profit drivers using the knowledge of their customers, products, and markets. Or they can use data-driven techniques to find natural clusters in their customer or prospect base. Whatever the method, the process will lead to kn

Suggested Citation

  • Mircea Andrei SCRIDON, 2008. "Understanding Customers - Profiling And Segmentation," Management and Marketing Journal, University of Craiova, Faculty of Economics and Business Administration, vol. 6(1), pages 175-184, November.
    • Handle: RePEc:aio:manmar:v:6:y:2008:i:1:p:175-184
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    File URL: http://www.mnmk.ro/documents/2008/2008-22.pdf
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    References listed on IDEAS

    as
    1. David J. Hand & Heikki Mannila & Padhraic Smyth, 2001. "Principles of Data Mining," MIT Press Books, The MIT Press, edition 1, volume 1, number 026208290x, December.
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    More about this item

    Keywords

    profiling; segmentation; penetration analysis; cluster analysis;
    All these keywords.

    JEL classification:

    • M30 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - General

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