... both traditional and interactive, can be used on a Web site for marketing, risk, and customer relationship management Page 183 Chapter 8— Understanding Your Customer: Profiling and Segmentation ... instant view of the customer database with respect to revenue and risk We see that over 66% are considered high revenue and almost 53% are low risk Our best customers, low risk and high revenue, ... understand our customer base with respect to revenue and risk, I perform a customer value analysis This allows me to segment the customer base with respect to profitability leading to improved customer...