In search of likelihood: What your customer data reveals

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Affinity Segmentation is something I’ll be writing about and re-blogging about more, as this underlies what’s happening, and changing rapidly in the social media marketing arena.

Marketing Intelligence

milkandcookiesAs we discussed in a previous post, there are many new ways analytics can help marketers understand what their customers are really telling them. #1 on the list – a concept that’s sure to bring out your inner data scientist – is affinity.

Everyone knows that grocery customers who purchase tortilla chips usually also purchase salsa. That’s a very simple example of an affinity, which is

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