Segmentation Applications in Banking - Data Mining Techniques in CRM: Inside Customer Segmentation - page 270

Figure 6.18 The IBM SPSS Modeler Conditional Derive node for applying the
business rules and building the core segments.
The IBM SPSS Modeler Derive node, depicted in Figure 6.18, was used to
build the business rules of the conditional assignment of customers to the five
segments.
The ''Pure Mass'' segment was the largest segment containing almost three-
quarters of the customer base. On the contrary, the affluent segments (''Affluent''
and ''Affluent Mass'') jointly accounted for only 5% of total customers. The
''Business Mass'' and ''Inactive Mass'' segments contained slightly over 10% of
customers each.
The ''Inactive'' customers merit special handling. Their dormant relationship
with the bank might indicate the threat of upcoming attrition. Most probably these
customers also have another bank as a main supplier of financial services; therefore,