Behavioural segmentation systems: A perspective

Abstract

Customer Segmentation is a fundamental tool in relationship marketing, providing a strategic planning framework, which allows tailoring based on differentiating pieces of data and information. There are many forms of segmentation and several techniques employed in their derivation. This paper discusses behavioural segmentation and clustering methods specifically, which are becoming more commonly employed in the industry. Some of the beneficial applications of a behavioural solution are discussed along with the relative merits of the clustering approach compared with more exact, rule-based systems.