Segmentation in direct marketing channels: a transaction-patterns based method |
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Authors: | Marc Filser |
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Affiliation: | Université de Bourgogne et Université de Nancy , France |
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Abstract: | This paper presents a method designed to segment a customer file for direct marketing using behavioral data. The results of this method are tested against the traditional Recency-Frequency-Monetary Amount segmentation model, as well as other parameters of consumer behavior. Strategic applications and future research orientations are suggested. |
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Keywords: | Marketing channels nonstore retailing segmentation |
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