behavioral segmentation

Leveraging machine learning for behavioral segmentation 

Dividing customers into groups according to their usage, loyalties or buying responses to a product is called behavioral segmentation. For example, product or brand usage, degree of use (heavy vs. light), and/or brand loyalty are combined with demographic and/or psychographic criteria to develop profiles of market segments. 
By leveraging machine learning capabilities to analyze customer behavior throughout the customer journey and identify patterns over time, companies are now building predictive segments based on the likelihood of different customers making a specific purchase
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