The Mining Data Mart - Data Mining Techniques in CRM: Inside Customer Segmentation - page 186

Table 4.35 ( continued )

Field name Field description

AMOUNT_CASH Total purchase amount paid with cash

AMOUNT_CREDIT_CARDS Total purchase amount paid with credit cards

AMOUNT_VOUCHERS Total purchase amount paid with vouchers

AMOUNT_POINTS Total amount of reward points redeemed

RFM Recency frequency monetary index

TOTAL_REVENUE Total revenue

Purchases by product groups: a

AMOUNT_BRAND_LABELS Total amount paid for brand labels

AMOUNT_PRIVATE_LABELS Total amount paid for private labels

AMOUNT_APPAREL_SHOES_
JEWELRY

Total amount paid for apparel, shoes, and
jewelry

AMOUNT_BABY Total amount paid for baby products

AMOUNT_ELECTRONICS Total amount paid for electronics

AMOUNT_COMPUTERS Total amount paid for computers

AMOUNT_FOOD_WINE Total amount paid for food and wine

AMOUNT_HEALTH_BEAUTY Total amount paid for health and beauty

products

AMOUNT_PHARMACY Total amount paid for pharmaceutical products

AMOUNT_SPORTS_OUTDOORS Total amount paid for sports and outdoors

products

AMOUNT_BOOKS_PRESS Total amount paid for topics and press

(newspapers and magazines)

AMOUNT_MUSIC_MOVIES_
VIDEOGAMES

Total amount paid for music, movies, and
videogames

AMOUNT_TOYS Total amount paid for toys

AMOUNT_HOME Total amount paid for home products

AMOUNT_OTHER Total amount paid for other products

a The following is an indicative breakdown of purchases by product groups (the product groups and the level of
hierarchy selected for the grouping depend on the retailer).