 Part 1. Introduction to MM4XL
 Part 2. MM4XL Tools
 1. Strategic Tools
 BCG Matrix
 Brand Mapping
 Brand Switch
 Decision Tree
 Forecast Manager
 McKinsey Matrix
 Profile Manager
 Quality Manager
 Risk Analyst
 Risk Analyst Expert in a Few Minutes
 Introduction to Decision Analysis
 Introducing Risk Analyst with an example
 1. How to run Risk Analyst
 2. Simulation Never heard of it
 3. Examples
 4. Functions
 1. Property Functions
 2. Utility Functions
 3. Distribution Functions
 mmBETA (Scale, Shape)
 mmBETAGEN (Scale, Shape, [Optional: Lower], [Optional: Upper])
 mmBINOMIAL (Trials, Successes)
 mmCHI2 (Degrees)
 mmDISCRETE (InputRange, Probabilities)
 mmERF (Mean)
 mmERLANG (Scale, Shape)
 mmEXPON (Mean)
 mmEXTVAL (ModalValue, StDeviation)
 mmGAMMA (Scale, Shape)
 mmGAUSSINV (Mean, Scale)
 mmGEO (Trials)
 mmHYPERGEO (Sample, Defects, BatchSize)
 mmINTUNI (Lower, Upper)
 mmLOGISTIC (Mean, StDeviation)
 mmLOGNORMAL (Mean, StDeviation)
 mmNEGBIN (Failures, Successes)
 mmNORMAL (Mean, StDeviation)
 mmPARETO (Location, ModalValue)
 mmPARETO2 (Location, ModalValue)
 mmPERT (Lower, ModalValue, Upper)
 mmPOISSON (Mean)
 mmRANDBETWEEN (Lower, Upper)
 mmRAYLEIGH (ModalValue)
 mmSTUDENT (Degrees)
 mmTRI (Lower, ModalValue, Upper)
 mmUNIFORM (Lower, Upper)
 mmWEIBULL (Life, Shape)
 Probability functions
 Technicalities
 Sources
 2. Analytical Tools
 Business Formulas
 mmBASS, Bass Diffusion Model
 mmBEI, Brand Equity Index
 mmBEP, BreakEven Point
 mmBEPR, BreakEven Point with Fixed Rate of Return
 mmBUYRATE, Purchase Rate Model
 mmCAGR, Compound Annual Growth
 mmCHIp, Chi Squared Test
 mmCODING, Coding of variables
 1. Customer Satisfaction
 2. Database Functions
 mmDHMS, Number to Time
 mmEI, Evolution Index
 mmEXPECT, Expected values
 3. Forecast Errors
 mmGROWTH
 mmGROWTHBACK
 mmGRP, Gross Rating Points
 mmHERF, Herfindahl Index
 mmINTERPOLE, Linear Interpolation
 mmLEARN, Learning Curve
 mmMSAR, Market Share to Advertising Ratio
 4. Opportunity Index
 5. Performance Ranking
 6. Project Management
 mmPREMIUM, Price Premium
 mmPRESS, Product Performance Index
 7. Price Indexes
 8. Queuing Theory
 mmRANGE
 mmREBUY, Repeat Purchase Rate
 mmREBUYS, Estimated Number of RePurchases
 mmRELATIVE
 mmSAMPLE, Sample Size
 mmSAMPLEMIN, Minimum Sample for Significant Values
 mmSEASON, Seasonality Indexes
 mmSHARE
 mmSIGNIF, Significance Test
 mmVARc, Coefficient of Variation
 Cluster Analysis
 CrossTab
 Descriptive Analyst
 Gravitation Analysis
 Proportion Analyst
 Sample Manager
 Segmentation Tree
 Variation Analyst
 3. Charts and Maps
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 Part 1. Introduction to MM4XL
 Part 2. MM4XL Tools
 1. Strategic Tools
 BCG Matrix
 Brand Mapping
 Brand Switch
 Decision Tree
 Forecast Manager
 McKinsey Matrix
 Profile Manager
 Quality Manager
 Risk Analyst
 1. How to run Risk Analyst
 2. Simulation Never heard of it
 3. Examples
 4. Functions
 1. Property Functions
 2. Utility Functions
 3. Distribution Functions
 mmBETA (Scale, Shape)
 mmBETAGEN (Scale, Shape, [Optional: Lower], [Optional: Upper])
 mmBINOMIAL (Trials, Successes)
 mmCHI2 (Degrees)
 mmDISCRETE (InputRange, Probabilities)
 mmERF (Mean)
 mmERLANG (Scale, Shape)
 mmEXPON (Mean)
 mmEXTVAL (ModalValue, StDeviation)
 mmGAMMA (Scale, Shape)
 mmGAUSSINV (Mean, Scale)
 mmGEO (Trials)
 mmHYPERGEO (Sample, Defects, BatchSize)
 mmINTUNI (Lower, Upper)
 mmLOGISTIC (Mean, StDeviation)
 mmLOGNORMAL (Mean, StDeviation)
 mmNEGBIN (Failures, Successes)
 mmNORMAL (Mean, StDeviation)
 mmPARETO (Location, ModalValue)
 mmPARETO2 (Location, ModalValue)
 mmPERT (Lower, ModalValue, Upper)
 mmPOISSON (Mean)
 mmRANDBETWEEN (Lower, Upper)
 mmRAYLEIGH (ModalValue)
 mmSTUDENT (Degrees)
 mmTRI (Lower, ModalValue, Upper)
 mmUNIFORM (Lower, Upper)
 mmWEIBULL (Life, Shape)
 Probability functions
 Risk Analyst Expert in a Few Minutes
 Introduction to Decision Analysis
 Introducing Risk Analyst with an example
 Technicalities
 Sources
 2. Analytical Tools
 Business Formulas
 1. Customer Satisfaction
 2. Database Functions
 3. Forecast Errors
 4. Opportunity Index
 5. Performance Ranking
 6. Project Management
 7. Price Indexes
 8. Queuing Theory
 mmBASS, Bass Diffusion Model
 mmBEI, Brand Equity Index
 mmBEP, BreakEven Point
 mmBEPR, BreakEven Point with Fixed Rate of Return
 mmBUYRATE, Purchase Rate Model
 mmCAGR, Compound Annual Growth
 mmCHIp, Chi Squared Test
 mmCODING, Coding of variables
 mmDHMS, Number to Time
 mmEI, Evolution Index
 mmEXPECT, Expected values
 mmGROWTH
 mmGROWTHBACK
 mmGRP, Gross Rating Points
 mmHERF, Herfindahl Index
 mmINTERPOLE, Linear Interpolation
 mmLEARN, Learning Curve
 mmMSAR, Market Share to Advertising Ratio
 mmPREMIUM, Price Premium
 mmPRESS, Product Performance Index
 mmRANGE
 mmREBUY, Repeat Purchase Rate
 mmREBUYS, Estimated Number of RePurchases
 mmRELATIVE
 mmSAMPLE, Sample Size
 mmSAMPLEMIN, Minimum Sample for Significant Values
 mmSEASON, Seasonality Indexes
 mmSHARE
 mmSIGNIF, Significance Test
 mmVARc, Coefficient of Variation
 Cluster Analysis
 CrossTab
 Descriptive Analyst
 Gravitation Analysis
 Proportion Analyst
 Sample Manager
 Segmentation Tree
 Variation Analyst
 3. Charts and Maps
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mytest > help > Part 2. MM4XL Tools > 2. Analytical Tools > Segmentation Tree > Segmentation Tree in a Nutshell
Segmentation Tree Segmentation Tree in a Nutshell Advertising campaigns, direct marketing actions, and promotional plans are some of the activities that require marketing managers to identify groups of people, which are homogeneous in terms of given characteristics. When the need arise, managers can use one the segmentation techniques that in the past 40 years have blossomed from William Belsons original work on matching and prediction, such as AID (Automatic Interaction Detection) and CHAID (Chi Square Automatic Interaction Detection), THAID (Theta AID), and CART (Classification and Regression Trees). MM4XLs tool called Segmentation Tree applies Belsons original algorithm to a set of data that can be gathered, for instance, but not only, by means of a sample survey. Say, we were interested in identifying the demographic factors that most highly relate to the purchase of vitamin tablets, and a marketing research agency ran a sample survey for us. We can use the dataset for drawing a segmentation tree like the one below, which shows in pictorial form the number of people belonging to one segment (tree leaf) and which variables relate most to the use of vitamin in that group. In our example it is the social class that generates the first split, followed by the geographic location where respondents reside. The size of the identified groups can be then inferred to the overall target population. 