Prev. ed. title is CRM segmentation and clustering using SAS Enterprise Miner.
Includes bibliographical references (page 344) and index.
Introduction -- Why segment? The motivation for segment-based descriptive models -- Distance: the basic measures of similarity and association -- Segmentation using a cell-based approach -- Segmentation of several attributes with clustering -- Clustering of many attributes -- When and how to update cluster segments -- Using segments in predictive models -- Clustering and the issue of missing data -- Product affinity and clustering of product affinities -- Computing segments using SOM/Kohonen for clustering -- Segmentation of textual data -- Clustering of product associations -- Predicting attitudinal segments from survey responses -- Combining attitudinal and behavioral segments -- Segmentation of customer transactions.