Segmentation Applications in Banking - Data Mining Techniques in CRM: Inside Customer Segmentation - page 231

Table 6.2 ( continued )

Field name Description

PRC_FITNESS The percentage of total purchase amount spent at gyms/sport

clubs/fitness centers/sports and outdoors stores

PRC_EDUCATION The percentage of total purchase amount spent at educational

institutes

PRC_ENTERTAINMENT The percentage of total purchase amount spent at restau-

rants/coffee houses/bars/clubs etc.

PRC_FOOD The percentage of total purchase amount spent at supermarkets

PRC_HEALTH The percentage of total purchase amount spent for health

purposes (medical insurance/hospital fees/medical examina-
tions/pharmacies etc.)

PRC_HOME_GARDEN The percentage of total purchase amount spent at home/garden

and DIY stores

PRC_TELCOS The percentage of total purchase amount spent on telecommuni-

cation services (fixed and mobile telephony)

PRC_TRAVEL The percentage of total purchase amount spent on travel expenses

(travel agencies/air tickets/hotel bookings/car rentals etc.)

ACCESSORIES Monthly average purchase amount spent at accessory stores

(including shoes/jewelry/cosmetics)

APPLIANCES Monthly average purchase amount spent at electrical appli-

ances/electronics stores

CULTURE Monthly average purchase amount spent at cinemas/theaters/

museums etc.

GAS Monthly average purchase amount spent at gas stations

BOOKS_MUSIC Monthly average purchase amount spent at bookstores and

music/DVD/video/computer games retailers

APPAREL Monthly average purchase amount spent at clothing stores

FITNESS Monthly average purchase amount spent at gyms/sport clubs/

fitness centers/sports and outdoors stores

EDUCATION Monthly average purchase amount spent at educational institutes

ENTERTAINMENT Monthly average purchase amount spent at restaurants/coffee

houses/bars/clubs

FOOD Monthly average purchase amount spent at supermarkets

HEALTH Monthly average purchase amount spent for health pur-

poses (medical insurance/hospital fees/medical examinations/
pharmacies etc.)

( continued overleaf )