Segmentation Applications in Banking - Data Mining Techniques in CRM: Inside Customer Segmentation - page 250

Figure 6.10 Cluster 4 profiling chart.
Segment 5 - Oldies (Figure 6.11)
Behavioral Profile
• Use of the card mainly at home/garden/DIY stores
• Use of the card for health purposes (medical insurance, hospital fees, medical
examinations, pharmacies, etc.)
• The highest average purchase amount per transaction
• Infrequent but high-value purchase transactions
• The lowest international and Internet usage.
Segment Size
10%
Contribution to Overall Purchase Amount
9%