Segmentation Applications in Banking - Data Mining Techniques in CRM: Inside Customer Segmentation - page 246

relevant dotted reference lines correspond to the test's critical value and designate
whether the observed differences can be considered statistically significant. Thus,
bars on the right (left) part of the Y -axis designate mean cluster values higher
(lower) than the total mean. Furthermore, a bar surpassing the reference line
indicates that the observed difference cannot be attributed to chance alone. These
charts reveal the defining characteristics of the clusters and supplement the full
profile of each cluster that follows.
Segment 1 - Typical Users (Figure 6.7)
Behavioral Profile
• Diverse card usage with purchases at different merchants
• Relatively increased total (monthly average) purchase amount
• Increased purchase frequency
• Moderate (monthly average) balance amount.
Figure 6.7 Cluster 1 profiling chart.