The Mining Data Mart - Data Mining Techniques in CRM: Inside Customer Segmentation - page 140

Table 4.2 The product status table.

Field name Field type Field description

Customer_ID Int The customer identification number

Account_ID Int The product account identification number

Primary_Flag Bit A flag indicating if the customer ID is the primary

customer for the specific account

Product_Code Int The product code (see next ''L_Product_Code'' table)

Application_ID Int The application identification number related to

the account

Opening_Date Datetime The opening date of the product account

Closing_Date Datetime The closing date of the product account (a future

control date is used when the account is still
open)

Expiration_Date Datetime The expiration date of the product account (a future

control date is used when not applicable)

Closing_Reason Int The recorded closing reason for closed accounts

Customer_ID and Account_ID are the primary keys (PKs) of this table.

customer, each account's current status (open, closed), and the time of closing in
the case of terminated accounts (partial churn). Similarly, a list of recent account
activations and closings (e.g., within the previous month) and a list of recently
acquired or churned customers can be easily derived from this table of product
applications.
Another current table of important customer information is the table. This
table should keep a record of all applications of customers for buying new
products along with the final outcome of each application (approved, canceled,
declined, etc.).

MONTHLY INFORMATION

These tables summarize data on a monthly basis. They include aggregated data
that record main customer attributes over time.
This kind of table is recommended for those characteristics that should be
monitored over time, such as product ownership and utilization (product balances),
frequency and volume of transactions, segment and group membership of the cus-
tomers. A monthly level of aggregation is proposed as a good balance between
simplicity and efficiency/flexibility. Nevertheless, according to each organization's