HIGHLIGHTS
SUMMARY
The research objective of this study is to present a marketing intelligence-driven product development case study where marketing analytics were applied in a retail banking setting, using customer behavioral-based market segmentation. The case example applied unsupervised machine_learning techniques of link analysis, latent class analysis, and association analysis to undertake behavioral-based market segmentation, in view of attaining a profitable product differentiation strategy (with specific focus on niche client segments for the banking group). The research question is narrowed to: "How may the authors establish a theory-driven analytics process that leverages on . . .
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