Segmentation and Profiling

On completion of this module, you will be able to use Decisionhouse to analytically explore a customer base and to highlight and target segments of interest.

Duration: 1 day

Audience: Business and marketing analysts

Prerequisites

None.

Topics covered

• Introduction to the Quadstone System
• Segmentation and Profiling
• What does it mean and why do it?
• Audit and pre-processing of data
• What’s a focus?
• Binning
• Selection
• Derivation
• Quadstone System tools for segmentation and profiling
• Crosstabs
• One, two and three-dimensional visualization
• Drilldown
• What a decision tree is
• How Decisionhouse builds decision trees
• Using decision trees as a segmentation technique and for cherry picking
• How to present findings

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