...Arash Moheimani; Seyed Mohammad Hassan Hosseini; Alessio Ishizaka; Jehangir Khan Purpose This study develops a framework that translates usage-based customer segmentation into forward-looking targeting prioritization in digital banking. While clustering describes current behavior, it does...

... in different levels of value through interpretable sequential rules. This is the first study that uses sequential and distinguishing rules in this domain. Identifying customer segments and tracking their changes over time are important for companies (Wang and Lei, 2010). Blocker and Flint (2007...