The central purpose of a high- end campaign manager is to handle large, complex segmentations. This requires several features.
Nested segment definitions. Typical high-end marketing campaigns are built by segmenting a file on several dimensions. These might be the classic recency, frequency and monetary value of catalog marketers, account types and deposit levels in financial services or usage and service categories for telecommunications. Any given campaign could use three to ten dimensions, each with multiple categories. These categories may not be mutually exclusive; for example, a customer who purchased several different products would fall into several categories. The high-end campaign manager needs an efficient way to define a separate segment for each combination of dimension values. It also must let the marketer establish a hierarchy among the segments to determine the assignment of customers who fall into multiple categories. Also, it must allow marketers to combine categories when quantities become too small to treat separately.
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