What Do My Customers Look Like?
Look At The Stars!
Bruce Ratner, Ph.D.
Visual displays - commonly known as graphs - have been around for a long time, but are currently at their peak of popularity. This is due to the massive amounts of data flowing from the digital environment and the accompanying increase in data visualization software, which provides a better picture of big data than ever before. In database marketing, visual displays are commonly used in the exploratory phase of data analysis and model building. An area of untapped potential for visual displays is describing - What do my customers look like? The purpose of this article to present a visual display - a star graph - of the individuals identified by a response model.
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