Multicriteria analysis for behavioral segmentation

Behavioral segmentation is a process of finding the groups of clients with similar behavioral patterns. The basic tool for segmentation is a clustering algorithm. However, the clusters generated by the algorithm depend on the preprocessing steps as well as parameters of the algorithm. Therefore, there are many possibilities of dividing the clients into segments and it is a subjective process. In this paper we will focus on application on multicriteria analysis for selecting the best partition of clients into segments.