Retail Analytics — Customer Profile Analysis


Exhibit 29.3   Profile (skew) analysis of "affluent" customers at different branch offices of a bank.

Profile analysis reveals an outlet’s customer profile in terms of customer segment or demographic groups. It can be conducted for a store, or any cluster of stores.

The analysis basically reveals the demographic makeup of the customers at an outlet. For example, the skew analysis shown in Exhibit 29.3 depicts the profile of private banking customers at three branch offices. In addition, profile analysis provides an understanding of the importance of each group in terms of transaction volume and value.

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What they SHOULD TEACH at Business Schools

What they SHOULD TEACH at Business Schools


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