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Table Of Contents
Data Analysis Using SQL and Excel - Second Edition
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A customer signature is a row in a table that describes many aspects of customers—behavior, demographics, neighborhoods, and so on. This section introduces customer signatures, how they are used, and why they are important. The process of building them should make it possible to reconstruct what customers look like at any point in the past. This may be a snapshot on the same date for all customers, or a different date for each customer, such as one year after the customer starts, when the customer makes a second visit, when the customer purchases a particular product, or when the customer enrolls in the loyalty program.
Customer signatures summarize longitudinal information as a snapshot...
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