Segmentation Applications in Banking - Data Mining Techniques in CRM: Inside Customer Segmentation - page 252

Figure 6.12 Cluster 6 profiling chart.
Demographic Profile
Consists of young/middle-aged women.
Segment 7 - Fun Lovers (Figure 6.13)
Behavioral Profile
• Use of the card for entertainment (restaurants, coffee houses, etc.)
• Increased purchase amount spent at bookstores andmusic/DVD/video/computer
games retailers
• Also use of the card for paying educational fees
• Use of the card at gyms/sport clubs/fitness centers/sports and outdoors stores
• Increased total purchase amount
• Increased balances
• Increased international and the highest Internet usage.