Predictive segmentation in action - using CHAID to segment loyalty card holders

This paper illustrates the use of a post hoc predictive segmentation procedure to segment the loyalty card market.
  

Predictive segmentation in action - using CHAID to segment loyalty card holders

Laura GalgueraUniversity of Oviedo

David LunaBaruch College

M. Paz MéndezUniversity of Oviedo

INTRODUCTION

To build competitive advantage both in the short term...