Discover the Joy of Data Segmentation
More important, however, is the business intelligence that's gained from this analysis. I want to learn as much as possible about customer behavior, even if what I learn isn’t incorporated into the segmentation strategy. Deep in a CHAID analysis you might learn that customers who first ordered in the retail channel and purchased from a specific merchandise division are unlikely to ever buy again. This “nugget” can be used in future targeting purposes or, even better, to communicate strategy with senior management.
Once again, segmentation should be fun! Enjoy the process. Learn how customers behave, even if you don’t choose to use the information in your segmentation strategy.