An Empirical Evaluation of Aggregation Approaches for Developing Market Segments
实证测试了将客户聚合为市场细分的不同标准，发现基于每个客户对品牌利润贡献的相对价格标准在整体品牌利润上优于弹性系数等标准，且考虑细分不可达性后利润下降但该标准仍优于按购买量细分。
In this paper criteria for aggregating customers into market segments are empirically tested. Analyses of individual customer response to relative price of a brand show that the relative price maximizing brand profits from each customer performed substantially better in terms of overall brand profits than other criteria such as elasticities and response function coefficients. When customer descriptor variables are linked to the aggregation criteria to account for imperfect segment reachability, a re-examination of brand profitability shows a decrease in overall profit levels but that aggregation criteria remain superior to creating segments based on purchase quantity.