How Data-mining Can Help Drive Personalized E-mail

For example, Best Buy recently segmented online buyers into two groups based on their past purchases. Those who had bought stereos and CDs were segmented into the music group, and those who had purchased DVDs, TVs and VCRs went into the movie group. Best Buy then sent music-centric e-mail offers to the music group, and movie-centric offers to the movie segment.