Customer Relationship Management (CRM) is a central part of Business Intelligence and sales campaigns are often used for improving customer relationships. This paper explores customer behavior during sales campaigns. We provide a visual, data-driven and efficient framework for customer segmentation and campaign-response modeling. First, the customers are grouped by purchasing behavior characteristics using a self-organizing map. To this behavioral segmentation model, we link segment migration patterns using feature plane representations. This enables visual monitoring of the customer base and tracking customer behavior before and during sales campaigns. In addition to the general segment migration patterns, this method provides the capability to drill down into each segment to visually explore the dynamics. The framework is applied to a department store chain with more than one million customers.
Yao, Zhiyuan; Sarlin, Peter; Eklund, Tomas; and Back, Barbro, "COMBINING VISUAL CUSTOMER SEGMENTATION AND RESPONSE MODELING" (2012). ECIS 2012 Proceedings. 143.