The Mining Data Mart - Data Mining Techniques in CRM: Inside Customer Segmentation - page 185

Table 4.35 An indicative listing of the contents of the MCIF for retailers.

Field name Field description

Customer socio-demographics:

CUSTOMER_ID Customer ID or loyalty card ID

GENDER Gender of the registered customer

MARITAL_STATUS Marital status of the registered customer

CHILDREN_NUM Number of children

CHILD_BIRTH_DATE Date of birth of first child

EDUCATIONAL_STATUS Educational status of registered customer

OCCUPATION Occupation of registered customer

ANNUAL_INCOME Annual income band

BIRTH_DATE Date of birth

REGISTRATION_DATE Loyalty card registration date

Customer transactions (visits):

LAST_VISIT_DATE Date of last visit to all stores

NUM_TRANSACTIONS Total number of transactions at all stores

DIFFERENT_STORES Total number of different stores visited

MORNING_TRANSACTIONS Total number of transactions from 08:00 to

17:00

WEEKEND_TRANSACTIONS Total number of transactions on Saturdays and

Sundays

NUM_PHONE_ORDERS Total number of transaction orders by phone

NUM_INTERNET_ORDERS Total number of transaction orders over the

Internet

Customer purchases:

NUM_OF_ITEMS Total number of items purchased

AMOUNT_PAID Total amount paid for purchases

AMOUNT_DISCOUNT Total amount discounted

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