Segmentation Applications in Banking - Data Mining Techniques in CRM: Inside Customer Segmentation - page 254

Figure 6.14 Cluster 8 profiling chart.
Segment Size
8%
Contribution to Overall Purchase Amount
4%
Demographic Profile
Typical demographic profile.
Investigating Segment Structure with Supervised Models
The profiling of the segments can be enriched by using supervised models,
decision trees in particular, trained with the segment membership field as
target and the key profiling fields as inputs. Decision trees can provide a multi-
attribute profile of the segments and discern their defining characteristics.
Apart from giving some insight into the clusters, the decision trees'